Chevy moves US Hispanic biz to LatinWorks


General Motors shifted its Chevrolet advertising work targeting Hispanic buyers in the US to Texas-based LatinWorks (Omnicom). The move comes as GM ramps up its ad spend by around 3 to 5 percent this year.

“LatinWorks is considered one of the most creative agencies in the Hispanic marketing space,” said Joel Ewanick, vice president for GM U.S. Marketing. “In addition to their creativity, they also have strong strategic talents. They produce results for their clients and we look forward to partnering with them as we tell the Chevrolet story.”

Ad Age said GM was shifting the account from Miami-based Accentmarketing, which has held the account since 1997. GM transferred its Chevy account to another Omnicom unit shortly after Ewanick took over as head of marketing.

The overall Chevrolet advertising account is worth $600 million, Ad Age reported.