GM moved another portion of its advertising business from Leo Burnett to Commonwealth//McCann, handing over creative duties for Chevrolet certified service and Chevrolet commercial vehicles, AdAge reports.
This news follows last March’s decision to send Silverado to McCann after LB handled its 2013 relaunch campaign.
Additionally, McCann Detroit will support GM’s advertising for its fleet business, which includes vehicles used by governments and small businesses, beginning March 1. Commonwealth//McCann already handled creative for GM’s core Chevy consumer brand.
The accounts awarded to Commonwealth//McCann had previously been with Leo Burnett Detroit. Leo Burnett still retains a fair chunk of GM’s business, including Buick, GMC, certified service for Buick, GMC and Cadillac and more.
For Commonwealth//McCann, the move follows the promotion of Ash Farr to the role of executive vice president, global director of strategy in October.
“Our new relationship with McCann and Commonwealth is an unprecedented collaboration designed to improve our go-to market strategy and integration with the Chevrolet brand,” a GM spokesperson told AdAge in an email confirming the move.
In a memo to employees obtained by the publication, Commonwealth//McCann chairman and CEO Bill Kolb said, “This is a great vote of confidence from our valued clients, and proof that our many efforts on their behalf continue to pay great dividends. Expanding our work into these additional areas not only broadens the scope of our role, but helps us continue to build our partnership with GM.”