General Motors today confirmed moving domestic Hispanic ad chores on its Chevrolet brand to LatinWorks.
In a statement, Joel Ewanick, the automaker's vp, marketing, praised the agency's creativity and strategic acumen. Ewanick had previously worked with the Austin, Texas-based shop during his successful tenure leading marketing at Hyundai.
During his short stint at GM, Ewanick has shown continued loyalty to agencies he's worked with in the past. He sent a jolt through the industry in May by shifting Chevy's $600 million general-market assignment to Omnicom's Goodby, Silverstein & Partners, which he'd also employed at Hyundai.
Chevy spent almost $55 million last year in major U.S. Hispanic media, per Nielsen. The nameplate has spent $35 million on ads targeting that audience through the first half of 2010. IPG-backed Accentmarketing in Miami had previously handled the assignment.
LatinWorks was named Adweek's Multicultural Agency of the Year for 2009, during which it added major accounts from Burger King and Bacardi.
