Bouchez Heads to C-E on Chevy

NEW YORK Brent Bouchez is heading to Interpublic Group’s Campbell-Ewald as executive creative director on the $600 million Chevrolet account, the agency has confirmed. This is a new post at the shop in Warren, Mich.

Bouchez’s New York shop Bouchez Kent + Co., founded in 2000, will close.

C-E had searched since mid-summer 2003 to fill the new post, created in response to Chevrolet’s growing account. C-E last year launched an umbrella campaign for Chevrolet, “An American revolution,” and in the last few months has helped the client launch five new models and its redesigned Malibu sedan.

“I was looking for a good creative talent, a good track record and strong creative leadership,” said C-E ecd Bill Ludwig, who added that he spoke with more than 12 candidates before starting talks with Bouchez several months ago.

Before Bouchez opened independent Bouchez Kent with brand planner Megan Kent in 2000, he was ecd at Bozell in New York. Prior to that post, Bouchez was president of M&C Saatchi and had worked on BMW and MasterCard at Ammirati & Puris.

“I really wanted to work on big brands again,” said Bouchez, who is shuttering the withering shop. “Having an agency, especially in their first few years, is a lot more about worrying about money and payroll than it is about the work. I found that I missed having a big creative group and helping people make good work.”

Bouchez Kent + Co. had been working with, but that business shifted to WPP’s Soho Square in April, Bouchez said. The shop was left with a few consulting clients, and was outweighed by larger shops in reviews.

Bouchez will start the job June 7, and will manage a creative team of more than 50 staffers.

Ludwig and Bouchez must look ahead to the Summer Olympics, during which Chevy will introduce its new Corvette. In coming months, the automaker will roll out four additional models, including the sub-compact Cobalt and the Uplander, an SUV.

“The campaign is in its infancy and I think [it] needs to constantly be revolutionary, certainly through these new product launches,” said Ludwig.