GM moves some Chevy advertising to LatinWorks

[NINETY EIGHT REGENCY]

GM moves some Chevy advertising to LatinWorks

David Shepardson / Detroit News Washington Bureau

Washington -- General Motors Co. shifted its Chevrolet advertising work targeting Hispanic buyers in the United States to a new agency, Texas-based LatinWorks, the automaker said today.

The move comes as GM ramps up its advertising spending and shakes up its strategy.

"LatinWorks is considered one of the most creative agencies in the Hispanic marketing space," said Joel Ewanick, vice president for GM U.S. Marketing. "In addition to their creativity, they also have strong strategic talents. They produce results for their clients and we look forward to partnering with them as we tell the Chevrolet story."

In a Detroit News interview Thursday, GM chairman and CEO Edward Whitacre Jr. said he was completely shaking up the company's marketing efforts.

"We're just changing everything in marketing. There's nothing left unchanged in marketing going forward," Whitacre said.

He didn't like a series of ads featuring former NFL star Howie Long. "It didn't do anything for me," said Whitacre, admitting he doesn't watch much television.

Last week, Ewanick said that GM would advertise in next year's Super Bowl XLV.

He told Advertising Age the company will unveil a new Chevy Camaro advertising campaign shortly and will unveil a new tagline for Cadillac "The new standard for the world" and will also use a new tagline for Chevrolet.

From The Detroit News: http://detnews.com/article/20100809/AUTO01/8090399/1148/auto01/GM-moves-some-Chevy-advertising-to-LatinWorks#ixzz0w8m4sjW0

[NINETY EIGHT REGENCY]

Auto headlines: Firm hired for Hispanic Chevy ads

FREE PRESS STAFF AND NEWS SERVICES

General Motors has hired Austin, Texas-based ad agency LatinWorks to handle all of Chevrolet's advertising for Spanish-language media outlets.

"LatinWorks is considered one of the most creative agencies in the Hispanic marketing space," said Joel Ewanick, GM's vice president of U.S. marketing, in a statement. "In addition to their creativity, they also have strong strategic talents. They produce results for their clients, and we look forward to partnering with them as we tell the Chevrolet story."

Ewanick hired LatinWorks in 2007 when he was chief marketing officer at Hyundai.

The agency, which no longer works with Hyundai, counts Budweiser, Lowe's and Burger King among its clients.

Chevrolet will immediately start transitioning to LatinWorks from Coral Gables, Fla.-based Accentmarketing, which on its Web site said it has had Chevy as a client since 1997.

Accentmarketing has an office in Warren.

Read more: Auto headlines: Firm hired for Hispanic Chevy ads | freep.com | Detroit Free Press http://www.freep.com/apps/pbcs.dll/article?AID=/20100810/BUSINESS01/8100302/1210/Business01/Auto-headlines-Firm-hired-for-Hispanic-Chevy-ads&template=fullarticle#ixzz0wDK5IS4h

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