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.