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Some loyalties run deep in Detroit, take Chevrolet's relationship with its advertising agency. Campbell-Ewald has been urging people to buy bowties since 1922, when a single magazine ad contained more words than a BMW press release. Chevrolet's account is huge, and the automaker is not looking to make a clean break from its long-time agency, the layer-cake of ongoing efforts is far too tall for that. What's most likely to happen is that Chevrolet will accept outside pitches from hungry, creative operations.

The acceptance of outside solicitation will help keep C-E on its toes, as well. Names of well known agencies have been tossed about as supplemental providers, but with so many other auto brands reviewing their contracts with their respective agencies, including Cadillac, some of the best companies might have a problem pitching yet another player at this point. Since these tertiary players aren't expected to take on full agency roles, it bodes well for small shops worldwide. Time to head to your basement and get storyboarding; it could be you doing the next viral campaign for the Malibu. Just don't create fake stalkers or anything.

[Source: Business Week]


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  • 16 Comments
      • 5 Years Ago
      Howie Long ads are awful, and I hate how they mock Honda for making lawn mowers as well as cars. Yes, GM, Honda makes law mowers and power tools and motorcycles in addition to cars, because they are smart and talented enough to diversify. Who the hell would buy a Chevy lawnmower? Nobody, because they know it would break down.

      Ford's spokesmen (Mike Rowe, Jill Wagner, Dennis Leary) are better even though their cars still suck. Still don't have anybody for Lincoln, though. Maybe they should hire Larry King, he drives and MKS and he is pretty much the perfect age for the average Lincoln driver.
        • 5 Years Ago
        Not half as bad as your universal hating on anything US built on this website. That's because you're a blind Japanese car fanboi who hates on anything domestic on this site all day, every day.

        How's it feel to be called out and generalized against, fanboi?
        • 5 Years Ago
        Ever look at the price of a Honda lawnmower? Almost half again what a John Deere costs.
        About all they have better is ball bearing wheels (JD took awhile but they have them now) and a plastic deck (and that deck isn't covered if you it a rock and crack it!) and a "honda" motor. Well, Craftsman has Honda motors too. BFD.

        And try to get parts for it.

        Honda per se doesn't make mowers...it's an add-on and hardly associated with Honda's car or motorcycle operations.
        • 5 Years Ago
        Brian, you truly are ignorant are you. Ford is more diversified than you realize. Long ago, about 20-30 years ago, Ford still had an agricultural division of business (just like Lamborghini does today, but they and IH did the opposite of what Ford did). Ford started the Fordson tractor line way back when and thus evolved into Ford tractors. Ford since then has sold MOST of the assests, little known fact is that some is still owned. Ford still owns part of what is left of that company. Today it is primarily owned by CNH, a division of Fiat. Most of Ford's stake is extremely little, almost non-existent. But what do we know this company as today, you ask? New Holland. Look it up.
        • 5 Years Ago
        I know that sometimes the comments here can get a little off topic, but lawnmowers? Really? Sometimes you people act like characters from the Bing commercials...I hope that doesn't start a rager on the merits of your favorite search engines. Focus kids. Look at the monkey.
        • 5 Years Ago
        I have a Honda lawn mower and I like it, alot. I also drive an Oldsmobile and I like it, alot. I have owned plenty of American cars and they've been fine. Stop trolling, assbag.
        • 5 Years Ago
        So what? Ever heard of a Ford or GM lawnmower? No, because they're not smart enough to diversify their business. And also the fact that Ford and GM motors are crap, so nobody is going to pay for that in their mower.
        • 5 Years Ago
        Hey Tiger,my last Honda lasted 22 years... & I'm a jerk on my equipment. There were seasons I forgot to check the oil & it always started on one pull.

        Before the Honda we had Toro & a host of other Briggs & Stratton crap.... The Honda was only marginally more $$$. Biggest hurdle was my Dad. He worked for one of the Detroit 3 & really didn't want to support Honda by purchasing one of their mowers.

        He got over it when he didn't have to see the lawn mower repair guy again (well except for new blades...)
      • 5 Years Ago
      I'm not sure if a new company would help GM, especially up against classics like these. http://www.youtube.com/watch?v=PdxEbnYfcSQ
      • 5 Years Ago
      What? No more "LIKE A ROCK" commercials with slow-motion footage of Silverados bouncing around and splashing through big, random mud pits in wide open fields?

      Really though, good to hear.
      • 5 Years Ago
      If it means that they'll get rid of those ridiculously condescending Howie Long ads, I welcome it.
        • 5 Years Ago
        Agreed. If anyone cannot sell a car or a truck, it is Howie Long. Those commercials are funny though. They only want to compare against the cars they feel they can compete against. The Malibu Hybrid??? That commercial was a joke. And the Silverado commercials make me want to puke now. They are horrible, yet Chevy thinks they work so well, or at least they did. The American Truck campaign was okay, but nothing will beat the "Like A Rock" era.
        • 5 Years Ago
        Maybe GM needs to take a look in the mirror before axing all their agencies.
        End of the day, it's the Chevy advertising executives who need to be held accountable.

        Maybe the change needs to change from the inside?
        Brent Dewar is on his second tour of duty as head of Chevrolet advertising… lets dust off the USA-1 satin jackets?
        Bob Lutz was borrowed from the design studio… no ideas from the outside there.
        Who has been brought in from the outside to replace the old Chevy ad people who have failed to connect with customers?
        • 5 Years Ago
        B!/e me. Howie Long rules!!

        Still, it looks like Government Motors new management has been watching a MadMen marathon!
        • 5 Years Ago
        @TigerMil

        It's not Howie Long, per se. It's the utter garbage that they make him read.
        • 5 Years Ago
        +1 on the Howie Long ads. They're classic old GM: "we're right, it's the customer who's wrong, and we just have to tell them how wrong they are so they'll buy our products."

        Memo to GM: The customer who has just bailed you out, to the tune of $14 billion dollars, is ESPECIALLY always right.

        If canning Campbell-Ewald will help GM shed this undeserved air of arrogance, then by all means, do it.
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