New joint venture, Commonwealth, will be based in Detroit.
Interpublic's McCann Erickson and Omnicom's Goodby, Silverstein & Partners are going halfsies on a new agency, Commonwealth, to manage the global Chevrolet account, which they have jointly won after a creative review. The new, single-client agency will be based in Detroit and operate as a 50-50 joint venture between the two holding companies.
The assignment represents a remarkable consolidation of the auto brand's global agency relationships. Whereas Chevy previously worked with 70 agencies, it will now work with Commonwealth and a small handful of others, including Carat for media planning and country-specific agencies in China, India and Uzbekistan. Commonwealth may also hire specialized agencies for some work.
Both Goodby & McCann have standing relationships with Chevy. Goodby has led the creative account in the U.S., creating work for the Volt around the 2010 World Series. The theme: "It's more car than electric." McCann Worldwide meanwhile has served as agency of record in Mexico, Canada, Brazil, India, Japan, China and other regions.
"The Commonwealth solution is testament to McCann and Goodby’s unrelenting focus on creating marketing solutions that grow clients’ brands through creativity, digital velocity and performance," said Nick Brien, McCann Worldgroup chairman and CEO, in a statement.
Commonwealth will employ an estimated 500 to 600 employees, roughly half of which will be based in the Detroit hub.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT