Chevy, Helio Engage Deutsch/LA

NEW YORK Interpublic Group’s Deutsch\LA has landed some marketing duties for General Motors’ Chevrolet brand, including its Nascar and Major League Baseball initiatives, sources said.

Separately, the agency’s Marina del Rey, Calif., office confirmed adding marketing chores for Helio, a joint venture between SK Telecom and EarthLink, following a review.

Deutsch\LA pulled out of the $100 million Washington Mutual review on Wednesday [Adweek Online, Oct. 26] in order to handle the increased workload, sources said. (Publicis Groupe’s Leo Burnett in Chicago replaced Deutsch in the Washington Mutual pitch.)

Helio brand wireless devices will target the young adult marketplace. Deutsch\LA prevailed over a field of undisclosed contenders. The budget was not disclosed. A national campaign breaks in the spring.

While some of the GM business calls for traditional television advertising, most of the budget will be in marketing services, and Deutsch\LA will produce an integrated campaign, said one source.

IPG’s Campbell-Ewald in Warren, Mich., continues to serve as lead agency on the Chevrolet brand. Chevy has spent almost $500 million in media during the first eight months of 2005 after spending $800 million in all of 2004, per Nielsen Monitor-Plus.

Representatives for Campbell-Ewald and Deutsch referred calls to the client.

GM representative Ryndee Carney confirmed that there have been ongoing talks with Deutsch and various other undisclosed IPG agencies, but would not confirm that an assignment had been awarded.

“We work with many IPG agencies,” Carney said. “One of the advantages of that is that you have a whole network of talent and creativity to choose from. It’s always possible that assignments may come up.”

Deutsch\LA has been open in the car category since losing Mitsubishi earlier this year. That brand is now handled by Omnicom Group’s BBDO.

—with Randi Schmelzer

This story updates an item posted earlier today with news of the Helio win and clarification of the GM assignment.