"The Heartbeat of America", "Like A Rock" and "An American Revolution" are but three of the memorable Chevrolet ad campaigns created by ad firm Campbell-Ewald over the past 91 years. Those tag lines have been ingrained into our minds over the past several decades, but a memorable history of selling the Bowtie to America wasn't enough to salvage the business relationship between General Motors and the company's long-standing ad firm.
The General has announced it will drop Campbell-Ewald in favor of Publicis Worldwide, which currently handles accounts for Coca-Cola and Whirlpool. Chevrolet Vice President of Marketing Jim Campbell summed up the transition to a new ad firm saying "Over the coming months, we will transition the business to Publicis Worldwide, which has recently been handling our car and crossover brands."
While GM has removed Campbell as its advertising firm of record, the company tells the Detroit News that the firm will still handle some of its campaigns, at least for the short term. While Campbell-Ewald is likely reeling from this setback, the company has a diverse enough portfolio of clients to survive the loss of its biggest client – about 25 percent of Campbell's ad business. GM's move to part with one of its main ad firms comes only a few months after cross-town automaker Chrysler severed ties with ad firm BBDO.
[Source: Detroit News]