Back in November, Chevrolet initiated a search for advertising firms by requesting creative proposals from multiple agencies. Chevy solicited creative proposals for four key models as well as work to support its involvement in the Winter Olympics. Today, the bow-tie brand announced that it has selected two agency partners to develop advertising creative for the first half of 2010.
Publicis Groupe will develop creative for the Chevrolet Malibu, Equinox, and Traverse. Campbell-Ewald will develop and execute creative for Silverado and Silverado HD as well as Chevrolet brand work for the Winter Olympics. Campbell-Ewald will also remain the agency of record for Chevrolet and continue to handle Chevrolet’s retail business.
Campbell-Ewald, regarded as one of the top 25 American advertising agencies, is behind such Chevrolet campaigns as The Heartbeat of America, Like a Rock, and And American Revolution. Publicis is a French multinational advertising and communications firm that’s part of the big four global advertising holding companies.
The new body of work is set to debut February 12, during the 2010 Winter Olympics. We look forward to any new campaigns representing GM’s bread-and-butter brand, especially those that highlight Chevy’s superior products compared to the competition.
Chevrolet informed us that the new vehicle-specific creative will run through the second quarter of 2010, with work for other Chevy vehicles to be announced at a later date.
We’ve got Chevy’s press release after the break.
Chevrolet Selects Partners for 2010 Advertising Creative
DETROIT – Chevrolet has selected two agency partners to develop advertising creative for the first half of 2010. Publicis will develop creative for Chevrolet Malibu, Equinox and Traverse. Campbell-Ewald will develop and execute creative for Silverado and Silverado HD, and as well as contextually relevant Olympics brand work. Campbell-Ewald also remains the agency of record for Chevrolet, and will continue to handle Chevrolet retail business.
“We look forward to continuing our long-standing partnership with Campbell-Ewald, and forging a new relationship with Publicis to develop compelling, effective creative to debut during the 2010 Winter Olympics,” says Kim Brink, Chevrolet General Director. “The new body of work will showcase Silverado –the most dependable, longest lasting truck on the road – and highlight our latest successes, the Malibu, Traverse and Equinox.”
The Malibu, Equinox and Traverse contributed to a 10 percent increase in Chevrolet retail sales in November, as compared to the same month a year ago: Malibu increased 34 percent; Traverse increased 154 percent; and Equinox nearly tripled, up 247 percent.
The advertising selection process began in November, when Chevrolet requested creative proposals for four key Chevrolet vehicles, as well as work to support Chevrolet’s involvement in the Winter Olympics. After reviewing proposals from multiple agencies, Chevrolet notified the agencies of their selection earlier this week.
The new body of work will debut February 12, during the 2010 Winter Olympics. The vehicle-specific creative will run through the second quarter of 2010. Creative for other vehicles in the Chevrolet portfolio will be announced at a later date.
Chevrolet is one of America’s best-known and best-selling automotive brands, and one of the fastest growing brands in the world. With fuel solutions that go from “gas-friendly to gas-free,” Chevy has nine models that get 30 miles per gallon or more on the highway, and offers three hybrid models. More than 2.5 million Chevrolets that run on E85 biofuel have been sold. Chevy delivers expressive design, spirited performance and provides the best value in every segment in which it competes. More information on Chevrolet can be found at www.chevrolet.com. For more information on the Volt, visit http://media.gm.com/volt/.