IPG Agencies Forge Chevrolet Brandcom

CHICAGO Interpublic Group’s Campbell-Ewald and McCann Erickson are teaming up to form a new unit, Chevrolet Brandcom, designed to promote the General Motors brand in international markets, according to the shops.

Gary Neel, McCann’s worldwide GM account head and CEO of its Birmingham, Mich., office, and Campbell-Ewald chief operating officer Michael Ryan will jointly oversee the new unit. Chevrolet Brandcom is currently at work on advertising projects to promote the Chevy Aveo in several international markets.

“Chevrolet Brandcom will ensure that both agencies’ deep talent and significant resources are best channeled to grow the Chevrolet brand in mature and emerging markets,” Neel said in a statement.

Campbell-Ewald is lead creative agency for Chevrolet in the U.S., while McCann handles GM brands in 50 international markets. Worldwide the two agencies handle the brand in markets accounting for 97 percent of Chevrolet’s sales. The two shops had worked together on a less formal basis previously, according to an agency representative.

The current Aveo ads are already on air and were created from consumer insights learned in a Brandcom workshop. The spots, “Baby” and “Beach Ball,” will run throughout North and Latin American and in several Asian markets, according to a Brandcom representative.