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GM names Ewanick global chief marketing officer

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GM names Ewanick global chief marketing officer

Ewanick will report to CEO Dan Akerson as global marketing chief while continuing to report to Mark Reuss, head of GM North America.

David Phillips

Automotive News -- December 17, 2010 - 8:27 am ET

General Motors Co., looking to accelerate its push into major markets worldwide and strengthen its brand lineup, tapped U.S. marketing chief Joel Ewanick to fill the new post of global chief marketing officer.

"As we continue our rapid growth in major global markets, it is important that we take a more customer-focused view of our overall marketing strategy," GM CEO Dan Akerson said in a statement today. "In a short period of time, with his marketing acumen and creative leadership, Joel has proven to be a vocal advocate for the customer. He is the right leader to take GM's marketing strategy to the next level."

In his new post, Ewanick will have responsibility for GM's global brands. He also will oversee key global auto shows and GM's corporate and brand marketing participation with major events worldwide.

Ewanick, 50, joined GM in May. He will report to Akerson as while continuing to report to Mark Reuss, head of GM North America.

Before joining GM, Ewanick was chief marketing officer for Nissan North America. Prior to his brief stint at Nissan, which began in March, he served as vice president of marketing for Hyundai Motor America.

At GM, Ewanick has named new advertising agencies for Cadillac and Chevrolet -- two brands that Ewanick says have underperformed in the market -- and pushed for an overall increase in advertising spending.

Under Ewanick, GM's biggest division has launched a new campaign featuring the voice of actor Tim Allen -- Chevy Runs Deep -- to underscore its venerable American roots.

GM also plans to resume advertising and marketing during major events such as the Super Bowl, PGA tournaments and motorsports circuits, including open-wheel racing.

While GM's North American operations remain a key source of sales and profits, the automaker is making a major push to market Chevrolet and Cadillac in Europe and Asia.

In China, GM's biggest market, the automaker and its partners have already sold 500,000 Buick, 490,000 Chevrolet and 16,000 Cadillac models this year.

GM expects to sell as many as 2.3 million vehicles, including minivans, in China this year and for sales to increase as much as 15 percent in 2011.

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20101217/OEM02/101219850/1424#ixzz18P0lOC6G

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GM Names Ewanick Global Marketing Czar

“All good marketing is done locally.”

by Paul A. Eisenstein on Dec.17, 2010

GM's new global marketing czar, Joel Ewanick, at last month's Los Angeles Auto Show.

As the new global marketing czar for General Motors, Joe Ewanick knows that the worst thing he can do is try to dictate how to advertise a Chevrolet in China or an Opel in Austria.

“All good marketing is done locally, first,” said the 50-year-old Ewanick, who first joined GM, earlier this year, as head of North American marketing.

Nonetheless, that doesn’t mean that GM’s various regions should operate as individual fiefdoms, stressed Ewanick, in a conversation with TheDetroitBureau.com. The challenge is to find a common theme – and one that is driven by customer needs and desires – that can help shape a consistent brand message around the world.

That’s all the more important in the wake of the 2009 GM bankruptcy, which left only four North American brands standing. Chevy, in particular, is rapidly becoming a global nameplate, along with German-based Opel. And with GM focusing on the development of global product platforms, it makes it easier to come up with consistent messaging to back those products – as long as the marketing campaigns reflect the differences of local markets.

Even within a country like the U.S., the former Hyundai executive stressed, marketing needs to vary from one state to another. In California, where GM hasn’t been much of a presence in recent decades, its current marketing efforts can often take a very different approach from the way, say, Chevies and Buicks are pitched in the Midwest.

To make his global strategy work, Ewanick plans to establish a global marketing committee that will meet about four times annually “to find a common voice and tonality for the world,” he said.

That strategy will then be used to develop regional marketing campaigns.

“Markets have their own cultures and personalities and we need the fundamentals of (GM brands) to resonate around the world,” while still reflecting local sensibilities, said Ewanick.

The executive’s appointment reflects a significant change in strategy at the most senior levels of General Motors, starting with Chief Executive Officer Dan Akerson. In his new post, Ewanick will gain a seat at the corporate strategy board level, where he says “the decisions are made,” but where marketing hasn’t had a presence. That could give his office a major role in product development, not just in the way products are pitched once they’re ready for market.

GM has been scoring some significant gains, in recent months, as it has been introducing an assortment of critically well-received products, such as the new Chevrolet Equinox and Buick LaCrosse. Overseas, there have also been significant gains, notably in China, where GM recently became the first maker to sell over 1 million vehicles in a single year.

Keeping that momentum moving will clearly require the involvement of Ewanick’s empire.

link:

http://www.thedetroitbureau.com/2010/12/gm-names-ewanick-global-marketing-czar/

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GM gives Joel Ewanick a global role

By BRENT SNAVELY

Free Press Business Writer

General Motors said today that it has named Joel Ewanick global chief marketing officer to reflect additional global duties.

Ewanick, 50, joined GM in May as vice president of U.S. marketing after a short stint at Nissan. Ewanick was vice president of marketing for Hyundai Motor America before he joined Nissan.

“In a short period of time, with his marketing acumen and creative leadership, Joel has proven to be a vocal advocate for the customer,” GM CEO Dan Akerson said in a statement. “He is the right leader to take GM’s marketing strategy to the next level.”

As the automaker’s global chief marketing officer, GM said Ewanick will be responsible for all of GM’s brands around the world and will work closely with GM’s regional presidents.

GM sells seven brands around the world: Buick, Cadillac, Chevrolet, GMC, Holden, Opel and Vauxhall.

The automaker said Ewanick also will oversee strategically important global auto shows and GM’s corporate and brand marketing in other major events.

GM said the change is effective immediately.

As global chief marketing officer, Ewanick will report to Akerson. He also will continue to report to Mark Reuss, GM’s president of North America, in his current U.S. marketing role.

Read more: GM gives Joel Ewanick a global role | freep.com | Detroit Free Press http://www.freep.com/article/20101217/BUSINESS0101/101217016/GM-gives-Joel-Ewanick-a-global-role#ixzz18PAlpH8D

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GM names Ewanick new global marketing executive

Christina Rogers / The Detroit News

Detroit— General Motors Co. announced today it is appointing Joel Ewanick global chief marketing officer, creating a new executive post to oversee marketing for the automaker's brands globally.

Ewanick, who joined the company in May as vice president for U.S marketing, will assume his new role immediately. Working with regional presidents, he'll be tasked with unifying GM's marketing message for all brands, including Buick, Cadillac, Chevrolet, GMC, Holden, Opel and Vauxhall, the company said. He also will oversee auto show marketing globally and the company's participation in major events worldwide.

Ewanick's appointment underscores GM's growing global reach, especially in fast-growing markets like China and India, and the company's need to elevate its image in Europe, where sales have slumped and GM continues to lose money.

"As we continue our rapid growth in major global markets, it is important that we take more customer-focused view of our overall marketing strategy," GM CEO Daniel Akerson said in a statement. "In a short period of time, with his marketing acumen and creative leadership, Joel has proven to be a vocal advocate for the customer."Ewanick, 50, will report to Akerson, as well as continue to report to North American President Mark Reuss in his current role as U.S. marketing chief.

Since joining the company, Ewanick has spearheaded the launch of a new Chevrolet marketing campaign with the theme line "Chevy Runs Deep" and resumed GM advertising in major events such as Major League Baseball's World Series and the Super Bowl.

Formerly a marketing executive at Hyundai Motor America, Ewanick has earned industry praise with multiple "marketer of the year" recognitions and helped boost sales at Hyundai during his three-year tenure there.

From The Detroit News: http://detnews.com/article/20101217/AUTO01/12170415/GM-names-Ewanick-new-global-marketing-executive#ixzz18PKYUORq

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Joel Ewanick named GM head of global marketing

by Steven J. Ewing (RSS feed) on Dec 17th 2010 at 10:57AM

ewanick.jpg

Less than one year after his initial hire as General Motors' vice president of marketing, Joel Ewanick has just been named the automaker's global chief marketing officer.

In this new role, Ewanick will "ensure consistent global messaging" for the entire suite of GM brands, including Buick, Cadillac, Chevrolet and GMC here in the United States, as well as Holden, Opel and Vauxhall abroad. Furthermore, Ewanick will oversee GM's presence at important global auto shows, as well as the automaker's marketing and participation during major global events.

As you'll remember, Ewanick spent three years as the vice president of marketing for Hyundai Motor America before defecting to Nissan. After only a two-month stay at Nissan, Ewanick was hired by General Motors to replace Susan Docherty, the company's former marketing VP. Follow the jump for the official press release about Ewanick's new position as global marketing chief.

[source: General Motors]

Show full PR text

GM Names Joel Ewanick Global Chief Marketing Officer

DETROIT – General Motors today announced that Joel Ewanick has been appointed Global Chief Marketing Officer (CMO), effective immediately.

"As we continue our rapid growth in major global markets, it is important that we take a more customer-focused view of our overall marketing strategy," said Dan Akerson, Chief Executive Officer. "In a short period of time, with his marketing acumen and creative leadership, Joel has proven to be a vocal advocate for the customer. He is the right leader to take GM's marketing strategy to the next level."

As the single point for marketing working in close collaboration with the regional presidents, Ewanick will have responsibility for GM's brands globally. He will ensure consistent global messaging for all brands including Buick, Cadillac, Chevrolet, GMC, Holden, Opel and Vauxhall. Ewanick will provide oversight for global brand enhancements in the markets in which they are sold and work in association with the regional presidents in countries where GM has partnerships and joint ventures. He will also oversee strategically important global auto shows and GM's corporate and brand marketing participation with major global events.

Ewanick, 50, will report to Dan Akerson as Global CMO and continue to report to Mark Reuss, president, GM North America in his current U.S. marketing role.

Prior to joining GM, Ewanick was vice president of marketing, chief marketing officer for Nissan North America. Before joining Nissan in March, he served as vice president of marketing for Hyundai Motor America. During his three year tenure, Ewanick earned industry recognition as the most impactful automotive marketer in America; Automotive News' 2009 Marketing All Star of the Year; Brandweek's 2009 Marketer of the Year; and Forbes' Chief Marketing Officer of the Year.

link:

http://www.autoblog.com/2010/12/17/joel-ewanick-named-gm-head-of-global-marketing/

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GM PROMOTES JOEL EWANICK TO GLOBAL CHIEF MARKETING OFFICER

By Mark Kleis

Joel Ewanick has become somewhat of a celebrity in his own right within the automotive realm, having spent three decorated years as the marketing chief with Hyundai during its crucial renaissance period, then very briefly with Nissan and finally joining the ranks with General Motors in May 2010.

Today, GM has announced a promotion for Ewanick from vice president marketing to the global chief marketing office, a change that greatly increases the influence and potential impact of the marketing guru.

“As we continue our rapid growth in major global markets, it is important that we take a more customer-focused view of our overall marketing strategy,” said Dan Akerson, GM CEO. “In a short period of time, with his marketing acumen and creative leadership, Joel has proven to be a vocal advocate for the customer. He is the right leader to take GM’s marketing strategy to the next level.”

In Ewanick’s new role, he will be tasked with acting as the single top point of communication for all regional marketing presidents, not only in North America, but in all markets GM currently operates worldwide. This requires heading marketing and branding efforts for all of GM’s brands, including Buick, Cadillac, Chevrolet, GMC, Holden, Opel and Vauxhall.

Ewanick, 50, will report directly to Dan Akerson as Global CMO and continue to report to Mark Reuss, president, GM North America, in his current U.S. marketing role.

link:

http://www.leftlanenews.com/gm-promotes-joel-ewanick-to-global-chief-marketing-officer.html

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