CEA Retools Chevrolet Creative

New Setup Expected to Allow Greater Flexibility and Cohesion
DETROIT–Campbell-Ewald Advertising is adopting a new creative structure for its Chevrolet business in an effort to achieve greater flexibility in its approach to models under the brand.
The former creative structure was based on a vehicle lineup that clearly delineated cars and trucks, said Bill Ludwig, vice chairman and chief creative officer at the Warren, Mich., agency. The invasion of hybrid vehicles that blur the car-truck distinction rendered that system obsolete.
The new structure allows the agency to better handle the unique nature of individual brands for Chevy, the General Motors division that is its biggest client, Ludwig said.