Jump to content
Sign in to follow this  
NINETY EIGHT REGENCY

GM taps Spike DDB for Chevy multicultural work

Recommended Posts

GM taps Spike DDB for Chevy multicultural work

Brand gets first African-American agency in years

Rich Thomaselli

Advertising Age -- September 23, 2010 - 9:12 am ET

NEW YORK -- General Motors Co. has named Spike DDB as its African-American agency of record on Chevy, and the shop will begin work on the account immediately, the automaker said Wednesday.

Spike DDB is the joint partnership between film director Spike Lee and DDB Worldwide focusing on integrated communications and niche marketing to African-Americans, trendsetters and transcultural consumers. It is based in Brooklyn, N.Y., where Lee also maintains his film-production company, 40 Acres and a Mule.

According to a GM spokeswoman, Chevrolet hasn't had an African-American agency of record in years. Sanders/Wingo, El Paso, Texas, most recently had the account. Publicis Groupe's Vigilante, among other African-American agencies, had done some assignments for the brand as well.

"We've seen outstanding work from Spike DDB for their current clients and the creative approach they offer Chevrolet will be a great fit for the brand," said Chris Perry, U.S. vice president of Chevrolet marketing.

"Along with the recent announcement of LatinWorks, we are expanding our multicultural agency representation and emphasizing the importance of multicultural consumers to Chevrolet."

Spike DDB joins Goodby, Silverstein & Partners and LatinWorks as part of Chevrolet's agency roster. San Francisco-based Goodby is the brand's general-market agency of record. LatinWorks, Austin, Texas, is the Hispanic agency of record.

Both were selected, without review, by new GM's new U.S. marketing boss, Joel Ewanick. Unlike the scattershot of African-American work, Ewanick's choice of LatinWorks replaced 13-year Hispanic marketing incumbent Accentmarketing, Miami. Advertising Age, an affiliate of Automotive News, selected LatinWorks as its 2009 Multicultural Agency of the Year.

"We believe we've sought out and found the right agency partners for Chevrolet," Ewanick said in a statement. "Chevrolet has always been an inclusive brand and we want all our agencies to help us get that message to consumers."

It is not known if Spike DDB will have a presence in Detroit.

The appointment of an Asian-American agency is still to be determined.

PRESS RELEASE: Chevrolet Names Spike DDB as African-American Agency of Record

DETROIT – Chevrolet has named Spike DDB, a minority-owned, full-service advertising agency founded by acclaimed film director Spike Lee and DDB Worldwide, as the African American agency of record. The agency will begin to service the Chevrolet account immediately.

Spike DDB is based in Brooklyn, N.Y., and focuses on integrated communications and niche marketing to African-Americans, trendsetters and transcultural consumers.

“We’ve seen outstanding work from Spike DDB for their current clients and the creative approach they offer Chevrolet will be a great fit for the brand,” said Chris Perry, U.S. vice president, Chevrolet Marketing. “Along with the recent announcement of LatinWorks, we are expanding our multicultural agency representation and emphasizing the importance of multicultural consumers to Chevrolet.”

They join Goodby, Silverstein and Partners and LatinWorks as part of Chevrolet’s agency roster. Goodby is the brand’s agency of record and LatinWorks is the Hispanic agency of record.

“We believe we’ve sought out and found the right agency partners for Chevrolet,” said Joel Ewanick, vice president, U.S. Marketing, General Motors. “Chevrolet has always been an inclusive brand and we want all our agencies to help us get that message to consumers.”

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100923/RETAIL03/100929938/1261#ixzz10OJVJhyQ

Share this post


Link to post
Share on other sites

Your content will need to be approved by a moderator

Guest
You are commenting as a guest. If you have an account, please sign in.
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoticons maximum are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

Sign in to follow this  



About us

CheersandGears.com - Founded 2001

We  Cars

Get in touch

Follow us

Recent tweets

facebook

×