Autoblog

Ewanick's crafty budgeting, Farley Award, led to ousting

Jeff Sabatini — Wed, 08 Aug 2012 17:15:00 EST

Filed under: Hirings/Firings/Layoffs, Marketing/Advertising, GM

In the end it doesn't really matter, as Joel Ewanick is no longer working at General Motors. But curiosity over what led to his departure is still keen, and this latest story from Bloomberg offers further insight into the situation.

While we all know that Ewanick was something of a rogue within GM's still-conservative corporate culture, cutting deals that broke with tradition, mouthing off about Facebook, and deciding that Super Bowl ad rates are too high, that's ostensibly what he was hired to do. But it seems that perhaps his methods may have been a bit too much for GM CEO Dan Akerson and other execs.

Bloomberg says Akerson scolded Ewanick after he publicly cursed at a conference, giving him the "Farley Award," a Ford Blue Oval inscribed with the name of Ford marketing head Jim Farley. The dubious honor was a reference to Farley's infamous f-bomb directed at GM in Once Upon A Car, a book written by New York Times reporter Bill Vlasic. Akerson reportedly used to award to remind GM employees to always behave professionally, according to the report.

But it was Ewanick's record-breaking sponsorship deal with British soccer powerhouse Manchester United that was his ultimate undoing, according to the report. Apparently the $559 million deal was a series of separate sponsorships divvied up among different budgets "to avoid his boss' spending limits," according to Bloomberg, a charge that Ewanick denied.

You can read the full article here.

Ewanick's crafty budgeting, Farley Award, led to ousting originally appeared on Autoblog on Wed, 08 Aug 2012 17:15:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

Global Marketing Chief Joel Ewanick leaves GM

John Neff — Sun, 29 Jul 2012 20:15:00 EST

Filed under: Hirings/Firings/Layoffs, Marketing/Advertising, GM

General Motors Global Marketing Chief Joel Ewanick is no longer with the company. A press release issued by GM states that Ewanick had "elected to resign immediately," while a report by Automotive News claims he was dismissed, with GM spokesman Greg Martin commenting, "He failed to meet the expectations the company has of an employee." With no further elaboration, it's impossible to say what circumstances led to Ewanick's abrupt departure, but his rather short two-year tenure at the company is at an end regardless. His interim replacement is Alan Bately, current vice president, U.S. Sales and Service.

Ewanick, 52, was hired by General Motors as U.S. Marketing Chief in May 2010 and named Global Marketing Chief, a new position, in December 2010. Previously he did a short stint as the head of marketing at Nissan North America, but was best known for his work before that at Hyundai Motor America.

Ewanick might be remembered most for the GM's decision to pull its advertising dollars from Facebook, citing the social network's ineffectiveness shortly before its initial public offering of stock. He also announced that GM would not be advertising in next year's Super Bowl and was the man in charge when Chevrolet unveiled its controversial "Chevy Runs Deep" campaign.

Other decisions made by Ewanick may have a more lasting, if less visible, effect on General Motors. For instance, Ewanick led a recent effort to consolidate GM's creative marketing and advertising agencies, a move that has been estimated to save the company $2 billion over five years. In the case of Chevrolet, the brand transferred all of its business from dozens of agencies around the world to one newly created joint venture called Commonwealth of Detroit that located itself in the city of Detroit, bringing with it new talent and 280 new jobs.

Continue reading Global Marketing Chief Joel Ewanick leaves GM

Global Marketing Chief Joel Ewanick leaves GM originally appeared on Autoblog on Sun, 29 Jul 2012 20:15:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

Report: GM heading back to Super Bowl with new ad

Zach Bowman — Sat, 07 Aug 2010 16:12:00 EST

Filed under: Marketing/Advertising, Chevrolet, GM

Due to the whole bankruptcy/bailout saga, it's been awhile since we've seen General Motors advertise during the Super Bowl. That may change next year, though. According to Automotive News, the company seeks a return to pre-bankruptcy ad-spending levels by upping this year's budget three to five percent. That includes running a Chevrolet-focused spot during Super Bowl XLV. The news comes courtesy of GM marketing VP Joel Ewanick, who says that we can expect a rash of new advertising projects.

These include a new TV spot highlighting the Chevrolet Camaro and a new tagline for Cadillac, so get ready to hear plenty about "The New Standard of the World" in the near future. Likewise, Chevrolet will try on a new slogan after "Excellence for All" proved to be a dud. Exactly when these new marketing efforts will start popping up on our TV sets is still to be determined.

[Source: Automotive News]
Photo by Chris Shunk/ Copyright (C)2009 AOL

Report: GM heading back to Super Bowl with new ad originally appeared on Autoblog on Sat, 07 Aug 2010 16:12:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

Chevrolet follows Cadillac into the advertising agency review breach

Dan Roth — Thu, 22 Oct 2009 13:58:00 EST

Filed under: Etc., Marketing/Advertising, Cadillac, Chevrolet, GM

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]

Chevrolet follows Cadillac into the advertising agency review breach originally appeared on Autoblog on Thu, 22 Oct 2009 13:58:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

What's Worth What? AdAge looks at values of automakers' marketing accounts

Dan Roth — Wed, 30 Sep 2009 18:40:00 EST

Filed under: Etc., Marketing/Advertising, Audi, BMW, Buick, Chevrolet, Chrysler, Dodge, Ford, GM, Infiniti, Jeep, Kia, Mazda, Mercedes-Benz, Mini, Saturn, Toyota, Volkswagen, Volvo

Although auto industry money is a bit tight at the moment, in order to sell vehicles, automakers have to buy advertising. Lots of advertising, in big, expensive campaigns with high production values and creative that's at the vanguard of style. Advertising agencies that can handle the needs of giant clientele with international brands are still happy to welcome automotive accounts through the doors.

Advertising Age has taken a look at the still-big auto advertising business and what fifteen assorted manufacturers drop on advertising per year. Landing one of these big vehicular fishes would surely make an account executive smile, though AdAge rightly posits that some of are sexier than others. Toyota spends the most at more than $800 million, with Ford coming in second at nearly $700 million. The biggest accounts don't seem to be in any danger of having their deals come up for review, however, so it may be easier to poach someone who's already looking, like Chrysler or Volvo. Hit the link for all the figures.

[Source: Advertising Age]

What's Worth What? AdAge looks at values of automakers' marketing accounts originally appeared on Autoblog on Wed, 30 Sep 2009 18:40:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Autoblog Podcast #146 - WSG Corvette racer Johnny O'Connell!

Dan Roth — Tue, 22 Sep 2009 16:45:00 EST

Filed under: Podcasts

Click above for the Autoblog Podcast in iTunes, RSS or listen now!

Episode #146 of the Autoblog Podcast puts Chris, Sam, and Dan in fast company, talking to Corvette racer Johnny O'Connell. Johnny's heading out to run the Petit LeMans, but he took some time to chat with us first. Once the crew settles down about apexes and back straights, we head off into a couple of topical discussions. Jay Leno's two-lap challenge starts us off, and GM's new "May the Best Car Win" ads get our attention next, and then we move on to Nissan's settling of the class-action lawsuit over GT-R transmissions. Some questions finish us off near the hour and a half mark. Thanks for listening, and if you like what we're doing, be sure to let us know in our survey or by leaving reviews in iTunes. Our friends over at Engadget and Joystiq do great podcasts as well, in case you need a fix before we circle around again next week.

Continue reading Autoblog Podcast #146 - WSG Corvette racer Johnny O'Connell!

Autoblog Podcast #146 - WSG Corvette racer Johnny O'Connell! originally appeared on Autoblog on Tue, 22 Sep 2009 16:45:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Detroit 3 given naming rights to Comerica Park fountain for free

Chris Shunk — Thu, 09 Apr 2009 09:32:00 EST

Filed under: Marketing/Advertising, Chrysler, Ford, GM

There is no place in the country that's hurting more right now than Detroit and the state of Michigan. The mitten has lost hundreds of thousands of high paying auto jobs, and General Motors and Chrysler have resorted government loans just to stay in business. Detroit Tigers owner Mike Ilitch knows this all too well, and attendance at games this year will likely realize just how bad times are. The Little Caesar's pizza founder even lost GM as the sponsor of his high profile center field fountain at Comerica Park.

The spot typically fetches $1.5 to $2 million for a three-year contract, money that comes in handy when forking out over $100 million a year in baseball salaries. The advertising spot is attractive, however, because the fountain goes off every time there's a home run, and when necks crane to watch, they get an eye-full of the sponsor's logo. Instead of searching for another ad partner for the fountain, even potentially accepting money from import automakers, Ilitch has decided to give away the prime spot to the Detroit Three as a thank you for the industry's support of Michigan over the years. The fountain will, at least for 2009, have the logos of Ford, GM, and Chrysler, with "The Detroit Tigers support our automakers" below. Now Detroit automakers and Ilitch need the Tigers to actually be good this year and hit a few home runs so the new ad can be seen.

[Source: Free Press via The GM Source]

Detroit 3 given naming rights to Comerica Park fountain for free originally appeared on Autoblog on Thu, 09 Apr 2009 09:32:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

GM dealers will need to bear heavy advertising burden

Jeremy Korzeniewski — Fri, 16 Jan 2009 07:29:00 EST

Filed under: Marketing/Advertising, Chevrolet, Earnings/Financials

General Motors has slashed its advertising budget by 20% for 2009, according to Ed Peper, VP at Chevrolet. Still, there are at least two new products that are coming from Chevrolet this year, and both of them will need a big head start if they're going to make headway in this luke-warm market. After all, a botched or mistimed launch is something that could easily bring GM to its knees. For this reason, most of the available resources will be spent on the new 2009 Camaro and the upcoming Equinox, which sees a completely refreshed design for the new year.

What of Chevy's other models? GM can't really afford successful products like the Malibu to fall out of the public eye. So Peper says the automaker will rely heavily on its local dealerships to continue an advertising blitz on the mid-size sedan along with the rest of the Bow Tie's product line.

[Source: Automotive News - Sub. Req.]

GM dealers will need to bear heavy advertising burden originally appeared on Autoblog on Fri, 16 Jan 2009 07:29:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments