{"id":23858,"date":"2010-05-21T16:51:21","date_gmt":"2010-05-21T21:51:21","guid":{"rendered":"http:\/\/www.thedetroitbureau.com\/?p=23858"},"modified":"2010-05-22T01:13:25","modified_gmt":"2010-05-22T06:13:25","slug":"chevys-revolving-door-claims-another-ad-agency","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2010\/05\/chevys-revolving-door-claims-another-ad-agency\/","title":{"rendered":"Chevy’s Revolving Door Claims Another Ad Agency"},"content":{"rendered":"
They\u2019re out. And they\u2019re in. No, they\u2019re out now, too. And they\u2019re in! <\/strong><\/p>\n If Joel Ewanick\u2019s departure from Hyundai \u2013 spending a brief minute and a half at Nissan before becoming \u00a0CMO of General Motors — made waves, then his latest move is setting off a tsunami.\u00a0 No, Ewanick seems entrenched at GM, but one of his first moves has been to swing the ax at Publicis Worldwide \u2013 which was the Chevrolet agency of record only about as long as Ewanick was at Nissan.<\/p>\n Instead, he has appointed Goodby Silverstein Partners to handle the mega million dollar Chevy account, a decision of epic proportions.<\/p>\n The fact that GM CEO Ed Whitacre relinquished some of his very tight marketing managerial reins to Ewanick amounts to more than a transfer of plenipotentiary powers to a proven automotive marketing executive: it evidences a genuine concern for the demands of proven professional marketing counsel<\/span> to supervise the plans and programs for GM\u2019s largest and most important brand.<\/p>\n Ewanick\u2019s marketing chops have been well detailed, documented and discussed (Click Here for more on his move to GM and background at Hyundai)<\/strong>, but how much has been revealed about the new agency over the past day or so? Not much \u2026 until now. Following is a bit of information gathered from their website goodbysilverstein.com and various industry publications:<\/p>\n GS&P History<\/span><\/p>\n <\/span><\/p>\n The new Chevy agency was incorporated in <\/strong>1983 as Goodby, Berlin & Silverstein by co-founders Jeff Goodby and Rich Silverstein who had worked together at Ogilvy and Mather in San Fran with then freelancer Andy Berlin. The agency started with limited funding yet landed prestigious accounts. In 1992 Omnicom, Inc. purchased the agency, in 1993 Berline left the agency and in 1994 the name was changed to Goodby, Silverstein & Partners, and just ten years later in 2004 Jeff Goodby and Rich Silverstein were inducted in The One Club Hall of Fame for Advertisers.<\/p>\n GS&P<\/span> Perspectives:<\/span><\/p>\n <\/span><\/p>\n \u201cWe believe that this is a time of great upheaval in the way brands are created, and our company is evolving to anticipate and take best advantage of the new environment around us. The old model, in which advertisers address captive audiences with unavoidable messages, is a thing of the past. To be successful in a faster, more voluntary world, we have to engage our audiences, creating messages, often in unexpected places, that people welcome and even seek out. This kind of communication will have elements of entertainment and avant-garde media thinking not presently associated with advertising.\u201d<\/em><\/p>\n <\/em><\/p>\n GS&P<\/span> Credo:<\/span><\/p>\n The Goodby, Silverstein & Partners credo \u201cArt Serving Capitalism\u201d espouses the philosophy that art is the secret weapon of great business\u2014or in the agency\u2019s own words, \u201cBusiness is at its best when it\u2019s done with the sense of the craft and surprise associated with art.\u201d<\/p>\n GS&P Clients: <\/span><\/p>\n CA Fluid Milk Processors \u2022 Hewlett-Packard \u2022 Dreyer\u2019s Inc. \u2022 Netflix \u2022 Adobe \u2022 H\u00e4agen-Dazs \u2022 Comcast \u2022 Doritos\/Frito-Lay \u2022 Foster Farms \u2022 Sprint \u2022 Commonwealth Bank of Australia \u2022 National Basketball Association \u2022 Cheetos\/Frito-Lay \u2022 Propel\/Pepsi-Co \u2022 Tostitos\/Frito-Lay \u2022 Nintendo \u2022 Dips\/Frito-Lay \u2022 Denny\u2019s \u2022 Sierra Mist\/Pepsi-Co \u2022 Dropps \u2022 Kayak \u2022 eBay \u2022 Dickies \u2022 Lipton\/Pepsi-Co \u2022 Yahoo \u2022 Fritos\/Frito-Lay \u2022 Rold Gold\/Frito-Lay \u2022 Logitech \u2022 AIDES<\/p>\n GS&P Creative <\/span><\/p>\n <\/span><\/p>\n Probably best known for its \u201cGot Milk\u201d campaign for the California Fluid Milk Producers Association, the agency is one of the most awarded creative agencies in the world, having been named \u201cAgency of the Decade\u201d by Adweek Magazine in 2009, and repeatedly cited \u201cAgency of the Year\u201d by advertising industry trade publications including AdWeek, Advertising Age, Creativity and Boards. The agency is often credited with being the first blue-chip national agency to successfully navigate the transition from print and television creative to digital, which culminated in being named \u201cDigital Agency of the Year\u201d by Advertising Age magazine in 2006 and the One Club in 2009.<\/p>\n <\/span><\/p>\n GS&P Auto Experience<\/span><\/p>\n <\/span><\/p>\n The agency has previously done work for Isuzu, Saturn and most recently Hyundai. To see the agency\u2019s case study of Hyundai click to http:\/\/www.goodbysilverstein.com\/work\/pdfs\/Hyundai-GSP-Case-Study.pdf<\/a><\/p>\n For a video tour of the agency click to http:\/\/www.goodbysilverstein.com\/#\/highlights?type=tour<\/a><\/p>\n GS&P Management<\/span><\/p>\n<\/a>
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