Chevy Taps Publicis for Car Models

Publicis has won an integrated creative assignment for General Motors’ Chevrolet car models, after the agency’s Seattle and Dallas offices pitched the business, sources said. Campbell-Ewald, the incumbent, retains Chevrolet’s truck assignment.

The work moved to Publicis following a pitch against several shops, including IPG’s C-E and McCann Erickson, per sources.
 
Publicis USA CEO Susan Giannino and chief creative officer Bob Moore led the effort, with digital playing a large role in the assignment.

The agency will work on Chevy car brands like Equinox, Malibu and Traverse, with the first advertising set to break during the Vancouver Winter Olympic Games in February.

The three nameplates spent a combined $300 million-plus on ads last year and nearly $200 million during the first two thirds of 2009, per Nielsen.
 
Executives at the Publicis Groupe unit declined comment.
 
Publicis’ New York office is a finalist for GM’s Cadillac, along with BBH in New York and The Martin Agency in Richmond, Va. That nameplate spends $240 million annually on ads.

Sources said it is not clear which of the two shops is in line for handling the launch of the 2011 Chevy Volt electric car.
 
Publicis Groupe’s Starcom MediaVest is GM’s media buying shop. Its Burnett unit works for Buick and GMC, but lost Pontiac when the automaker shuttered that brand.

–with Andrew McMains

See also:

“Modernista! Faces Post-GM Future”

“Lutz Out as GM Chief Marketer”

“Folks Like Ford More Than GM, Chrysler”