Posts Tagged ‘ewanick resigns’

Update: What Sank GM Marketing Czar Ewanick?

Sources hint of “serious breaches.”

by on Jul.30, 2012

Former GM Global Marketing Chief Joel Ewanick gone after two years.

This story has been updated with more details on the apparent reasons for Joel Ewanick’s departure from General Motors.

Was it simply a matter of weak advertising and declining market share or was there something more sinister that sank Joel Ewanick, General Motors’ hard-charging global marketing czar?

In an unusual and unexpected move, GM issued a terse release announcing that the 52-year-old Ewanick would “voluntarily” resign from the post he took in May 2010 promising to be an agent of change shaking up the automaker’s traditionally staid approach to marketing.  In his two years on the job, Ewanick showed no mercy, abandoning long-time GM ad agencies and walking away from traditional marketing alliances but while there may be many who now are feeling a sense of schadenfreude, or joy at his misfortune, the big question is what happened.

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GM’s initial statement offered little to no clues and the automotive and marketing worlds were abuzz with questions related to the efficacy of the actions Ewanick has taken during his tenure, such as dropping long-time Chevrolet ad agency Campbell-Ewald, pulling GM out of the Super Bowl ad sweepstakes and aborting its ad deal with Facebook. But, a day after the news of his departure began leaking out, there are hints appearing of something more serious.

Insiders now suggest that Ewanick ran afoul of GM policy in terms of handling the finances of a massive partnership the maker recently negotiated with European soccer super-team Manchester United.

“He failed to meet the expectations the company has of its employees,” stated senior GM spokesman Greg Martin, declining to discuss specifics.

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GM Marketing Czar Ewanick Unexpectedly Resigns

The man who shook things up is latest shaken out.

by on Jul.29, 2012

GM Marketing Czar Joel Ewanick shown during a Chevrolet news conference two months ago.

Joel Ewanick, the agent of change brought in by General Motors just over two years ago to shake up its moribund marketing operations, has unexpectedly resigned.

In a terse statement issued Sunday evening the maker said only that the 52-year-old executive “has elected to resign immediately.” Alan Batey, GM’s vice president of U.S. Sales and Service, will step in as global marketing chief on an interim basis.

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Exactly what led to Ewanick’s sudden departure isn’t clear but it takes even those working close to the marketing czar by surprise.  In fact, it appears to have taken Ewanick himself by surprise.  The former Hyundai marketing chief appeared on the Internet TV show Autoline After Hours barely a week ago and it was clear, “This was not a guy who saw this coming,” said host John McElroy.

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