Chevrolet has tapped San Francisco-based Goodby, Silverstein and Partners as the brand’s new AOR, the second switch in recent weeks. The move, by Joel Ewanick, GM’s new VP/US marketing, who was hired 5/6 — almost two weeks after GM dumped Campbell-Ewald and hired Publicis Worldwide.
Chevrolet has two key launches this year: the Cruze compact sedan and Chevrolet Volt extended-range electric car. Ewanick joined Nissan in late March after serving as marketing chief for Hyundai in North America since 2007. At Hyundai, Ewanick developed the successful “Hyundai Advantage” marketing campaign that offered to let people who lost their job return their Hyundai.
“Based on my personal experience working with Goodby, Silverstein and Partners, I’m confident they have the creativity and ability to take the iconic Chevrolet brand to the next level — and to do it fast,” Ewanick said in a statement.
Goodby, Silverstein and Partners, which worked on GM’s castoff Saturn brand advertising from 2002-07, will open an office in Detroit reports The Detroit News.