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.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 24, 2015
12:00pm ET/9:00am PT