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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.
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