From a global perspective, General Motors contracts roughly 100 agencies to handle its marketing purposes for Chevrolet. That’s 100 agencies that the company must trust to effectively promote its biggest brand in an optimal matter. Currently, those agencies are under review, with GM expected to disclose the full report in a few weeks. Cue the suspense music.
One agency under review is San Francisco’s Goodby, Silverstein & Partners, which came up with the love-it-or-hate-it “Chevy Runs Deep” campaign. GM marketing chief Joel Ewanick rapidly went through agencies before sticking with GS&P, which launched the “Chevy Runs Deep” campaign back in 2010.
“We have to make sure we make the right decisions for the brands on a global basis. If it means ripping (ad campaigns) up and doing it again, then it does. I can’t worry about it,” Ewanick told the Detroit Free Press. Will we see yet another new slogan? Don’t be surprised if it happens.