The Detroit Free Press reports General Motors may be out to reorganize its marketing effort once again. According to the report, Chief Marketing Officer Joel Ewanick noted at the 2012 Detroit Auto Show that the company is currently in the process of reviewing the agencies that handle media buying and Chevrolet advertising for the automaker around the world. Ewanick's team is expected to make decisions about how to more effectively and efficiently use its marketing dollars in the next few weeks. That may translate into substantial reductions or changes. Right now, General Motors relies on around 100 advertising agencies worldwide.

The news comes in the wake of tepid response to the automaker's "Chevy Runs Deep" campaign, which has been live since the fall of 2010. The review has already seen one agency, Big Fuel, escorted out the door. The New York agency was tasked with handling social media for all four GM U.S. brands, and Ewanick said coordinating the agency's campaigns simply took too much time and effort.

The automaker's marketing effort has been anything but stable in recent months. Chevrolet has had six marketing leaders since GM underwent restructuring, while GM as a whole has had five different leaders in the same period of time.


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  • 32 Comments
      rtkewley
      • 2 Years Ago
      Looking at the lead photo, am I to understand that Danny Bonaduce is now the head of marketing at GM?
      tenspeeder
      • 2 Years Ago
      GM's marketing group and strategies are more confusing than the assembly directions on a Chinese-made bicycle.
      RustyShackelford
      • 2 Years Ago
      They're trying too hard, but that's what most marketing does. If you ask me, the real problem with most of their ads the last year is all the use of their historical and more dynamic designs. Yeah, they have a great design history, but NO, you can't get anything on their lot that comes even close now. Most of the ads, to me, are just reminders of what was, but now is not.
      Compliance
      • 2 Years Ago
      Runs deep doesn't even really mean anything. These commercials said nothing. Still better than "it's not luxury, it's smarter than that".
      over9000
      • 2 Years Ago
      Run Deep sounds like someone who you might encounter in an India tech support line
      dukeisduke
      • 2 Years Ago
      Talk about churn - and to think, Campbell Ewald had the Chevrolet account from 1922 to 2010.
      mahalo5000
      • 2 Years Ago
      As a former ad guy with auto experience, and, as someone who has loved cars from way from age 9, my suggestion is to focus on the product. Build great cars. Infuse that idea in your culture. The rest, including marketing, will have an easier time falling into its proper place.
      Jerry
      • 2 Years Ago
      This is actually a port hole for the public to see how ALL of GM runs internally. Total chaos and lack of accountability by management.
      Cruising
      • 2 Years Ago
      I'm not 75 years old, nobody in my family ever drove or owned Chevy's, I have no passion for your brand, I don't care about your past. However I'm going to be your new customer base for the next 10 to 20 years show me some cool stuff, make me want your products from a new young consumer point of view not a old man.
      Sukairain
      • 2 Years Ago
      Chevy sinks deep.
      Krishan Mistry
      • 2 Years Ago
      "Chevy Runs Deep" Some deep sh*t with that one
      Lewis
      • 2 Years Ago
      Chevy needs to deep-six "Chevy Runs Deep." Chevrolets don't run deep, submarines do. What idiocy.
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