DETROIT-McCann-Erickson in Troy, Mich., the national agency for General Motors’ Buick and GMC brands, has lured away a longtime employee from a sister Interpublic Group agency, Campbell-Ewald Advertising, to head the GMC truck account.
John Barczyk joins McCann Aug. 1 as senior vice president and group account director on the GMC brand. He replaces Brier Neel, who left the shop earlier this year on maternity leave. Since 1978 Barczyk has been with Campbell-Ewald in Warren, Mich., the national agency for GM’s Chevrolet division.
At Campbell-Ewald, Barczyk has managed work on virtually every Chevrolet car and truck model as well as Chevrolet diversity programs and the Chevrolet fleet and commercial accounts. Recently he served as brand management supervisor for the Malibu. Succeeding Barczyk is David Whitman from Campbell-Ewald’s Chicago office.
Barczyk said his experience in developing the Malibu sedan’s brand identity as well as the Chevrolet truck “Like a rock” campaign should help him at McCann. He learned “quite a bit about the richness of a brand concept” working on Malibu, he added.
“We did more research, including anthropological studies, than on any automotive brand that I know of,” he said. “Consequently, we went quite deep into what the cultural psyche of America was all about. What was enlightening to me was the ability that a marketer has to strike that chord once it’s identified.”
His initial plans include developing a strategy to capitalize more on the GMC brand’s strong image. “I think that cachet is where the real potential is,” Barczyk said. “I think a lot of people respond to the GMC brand that way and that is where we’ve got some exciting work to do, to kind of bring more visibility to that notion.”
McCann-Erickson Worldwide executive vice president Gunnar Wilmot said Barczyk’s relevant experience should help take the office to a new level of creative and effective communications.