Home  › Marketing › Automotive

Chevy Picks Goodby and McCann for Global Creative Duties

  |  March 27, 2012   |  Comments

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. 

 

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

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.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...