Posts Tagged ‘Joel Ewanick’

Value of Deal with Man United Getting Early Test

$559 million tie-up got marketing chief fired.

by on Apr.15, 2014

Manchester United's Phil Townsend (left) and Chevrolet U.S. Marketing Vice President Paul Edwards announce Chevrolet's sponsorship of Manchester United's match vs. Real Madrid at the University of Michigan on Aug. 2.

One of General Motors’ most controversial marketing endeavors will be on full display as the Manchester United Football Club will barnstorm in the U.S. this summer, wearing their new jerseys, featuring the Chevrolet brand logo in distinctive colors.

With 60% of Chevrolet’s sales outside the United States, the maker is looking to make an impact in markets around the world. The $559 million, seven-year deal with Manchester United, which sidelined the career of at least one senior GM executive, also offers Chevrolet an opportunity to change the conversation around the brand away from the ignition-switch recall controversy, which has swamped the company in recent weeks.

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Manchester United, which is considered by some to be the best, if not the best-known, soccer club in the world, will play the L.A. Galaxy of Major League Soccer in the Chevrolet FC Cup, July 23, at the Rose Bowl in Pasadena, Calif. (more…)

Another Chevy Shake-Up as Perry Resigns Marketing Post

No replacement yet named.

by on Dec.19, 2013

Chevy marketing chief Chris Perry introducing the 2013 Impala at the NY Auto Show.

The revolving door at the General Motors marketing department has been spinning fast the last couple years, and nowhere is that more apparent than Chevrolet which is losing another top manager as 2013 draws to a close.

The latest to depart is Chris Perry, who has been overseeing the Chevy brand’s U.S. marketing operations. Perry joined GM in 2010 after a stint at Hyundai.  Though his unexpected departure is creating plenty of buzz, there’s no clear explanation for the move which comes just weeks after Perry’s boss, Chevy global sales and marketing chief Alan Batey was appointed the new president of GM North America.

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For his part, Batey kept his comment on Perry’s departure short and sweet, noting “GM would like to thank Chris for his dedication and contributions, and wishes him well in all his future endeavors.”


Chevy Back in the Game for Super Bowl XLVIII Ad-fest

Decision reverses controversial decision to sit out TV’s most-watched annual event.

by on Aug.23, 2013

Former GM marketing czar Joel Ewanick traded football for soccer before being ousted in July 2012.

Chevrolet will be back in the line-up when the teams take to the field in Super Bowl XLVIII, reversing a controversial 2012 decision to pull out of what is television’s most-watched annual event – and a program that millions of Americans watch as much for the commercials as for the football.

The decision is the latest reversal of a series of widely debated decisions made by General Motors’ former global marketing director Joel Ewanick prior to his ouster in July 2012.  GM has also decided to test out new opportunities on Facebook, another marketing outlet that Ewanick rejected before he was himself ousted due to a controversy involving costly marketing ties to European soccer.

“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” said Tim Mahoney, who joined Chevrolet as its Global Chief Marketing Officer last February. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”

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According to Nielsen, last February’s broadcast of the championship game between the Baltimore Ravens and San Franicsco 49ers drew 108.7 million viewers – with over 1 billion more estimated to have watched the battle of titans worldwide. But that’s only one of the reasons why advertisers have traditionally raced to nab every open second of time during the broadcast.


Chevy Names Batey New Global Brand Boss

Move comes days after Docherty’s unexpected resignation.

by on Jun.25, 2013

Chevy's new global brand czar Alan Batey.

Just days after the head of Chevrolet’s struggling European arm unexpectedly tendered her resignation, General Motors has appointed Alan Batey as its new global brand czar.

The appointment is one of a series of actions by GM meant to shore up Chevy’s image not only in the U.S. but in worldwide markets that have come to increasingly dominate the bowtie brand’s sales.  Nearly three of every four products badged Chevrolet will be sold outside the U.S. in 2013, GM forecasts.

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“Chevrolet is our mainstream global brand, and with the growth we are experiencing and the barrage of new products we have coming, the time is right for us to have a single leader responsible for managing the brand around the world,” said GM CEO Dan Akerson.


GM Friends Facebook Again

But will maker “Like” the results?

by on Apr.10, 2013

GM has continued using Facebook's free services, even launching this new app. Now it will try paid ads again.

General Motors has decided to ‘Friend” Facebook again after turning thumbs down on the wildly popular social network just prior to its flawed IPO last year.

For now, however, GM says it’s just testing opportunities and isn’t quite ready to click the “Like” button, waiting to see if Facebook really can help it sell more cars.

“Chevrolet is testing a number of mobile advertising solutions, including Facebook, as part of its ‘Find New Roads’ campaign,” said Chevrolet’s vice president of U.S. marketing Chris Perry. “Today, Chevrolet is launching an industry-first ‘mobile-only’ pilot campaign for the Chevrolet Sonic.”

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Like most automakers, GM has had a high-profile presence on the world’s largest social network service, largely focusing on its ability to post free content that millions of fans, owners and potential buyers routinely check out.  But last May, GM’s global marketing czar Joel Ewanick ordered the maker to pull an estimated $10 million annual budget, explaining that it didn’t be generating sufficient results.


Marty’s Marketing Minutia: Who the Hell is in Charge at GM?

Time to stop blaming Joel Ewanick.

by on Mar.15, 2013

GM would like to blame all its sales and marketing woes on former CMO Joel Ewanick - but maybe it needs to point elsewhere, says columnist Bernstein.

The advertising business is loaded with cliches but perhaps the most pertinent is, “An agency is only as good as the client lets it be!” Yet, when the ads aren’t working it never turns out to be the clients fault, it’s always the agency’s.  Ha! It is the client who establishes the marketing goals and objectives, often in a vacuum of reality, understanding and experience.

And then there’s the wonderful phrase, “We have a strong agency – client relationship!” Double-Ha! That’s the kiss of death. There is no such thing as a long lasting agency/client relationship. At best it is confrontational, more likely acrimonious and seldom harmonious.

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The ad agency news this week emanating from General Motors’ Renaissance Center headquarters makes the political mess in Washington seem almost trivial, doesn’t it? The rather nasty innuendos and evil repercussions are intended to put the blame on one person, Joel Ewanick, which is a crock. True, as global Chief Marketing Officer, Ewanick had plenipotentiary powers bestowed on him by the CEO and board of directors. But the marketing ship was already floundering with its sails and rudders gone and no captain. And it’s unclear anyone really wanted Ewanick to do what was necessary to make GM’s marketing operations ship-shape.


Ewanick Legacy “Gone,” GM Marketing in Turmoil

Caddy and Chevy accounts shift; will Buick-GMC follow?

by on Mar.14, 2013

Tippett Studios, which created the fantasy world in Jurassic Park, now helps Buick's Encore dodge dinosaurs in a new ad campaign.

General Motors’ marketing operations are a step short of chaos, according to sources close to the maker, with two of GM’s most important brands set to review – and likely make major changes to – their ad agency partnerships.

Chevrolet is the latest to be looking for new talent after a disappointing effort to turn to an unusual partnership between two of the advertising industry’s largest agencies. The largest of the GM brands is also getting a new global marketing chief of its own next month. As previously reported, Cadillac also is switching ad agencies.

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The reported moves mean that the legacy of former GM global marketing czar Joel Ewanick is largely “gone,” according to an industry veteran. Ironically, it appears that the latest shake-up involves a game of musical chairs, some of the agencies coming back to GM having had long associations with the maker in the past.


Cadillac’s Ad Account Under Review

Long-time Chevy agency Campbell-Ewald seen as a top contender.

by on Mar.13, 2013

A scene from the Cadillac Versus the World ad campaign produced by Fallon Worldwide.

The game of musical chairs among General Motors’ ad agencies is apparently going to continue, the Detroit maker confirming it has put the account for its flagship brand Cadillac up for review.

GM marketing has been enmeshed in turmoil in recent years as the maker has struggled to come up with the right formula to promote the downsized mix of brands that emerged following the carmaker’s 2009 bankruptcy. The situation has been compounded by a series of management shake-ups that included the hiring and subsequent firing of “change agent” Joel Ewanick.

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The decision to consider the marketing options for Cadillac comes as the maker begins to gain momentum with a new line of products, and as it begins to push beyond its traditional U.S. market boundaries. It could be a severe setback for Caddy’s current agency of record, Minneapolis-based Fallon Worldwide. But it may bring redemption for one-time GM advertising powerhouse Campbell-Ewald.


Honda Slam Dunks Deal with Brooklyn Nets

Maker’s first East Coast sponsorship.

by on Aug.13, 2012

Fuhgeddaboutit! Honda teams up with the Brooklyn Nets and the Barclays Center.

Apparently, sporting fever is spreading in the wake of the Olympics.

American Honda Motor Co. Inc. has signed a multi-faceted strategic marketing agreement with Barclays Center and the Brooklyn Nets.  It is Honda’s first-ever major sponsorship with a sports and entertainment venue on the East Coast. It will position Honda as a Founding Partner for Barclays Center, which will open in late September.

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The Japanese maker has gained the naming rights for one of the clubs in the arena which will now become the Honda Club. Additionally, with Barclays Center emerging as the home of major college basketball on the East Coast, Honda will be the presenting sponsor of the “Brooklyn Hoops” Winter Festival college basketball tripleheader featuring Michigan vs. West Virginia, St. John’s vs. St. Francis of Brooklyn and Fordham vs. Princeton, on Saturday, December 15.


CEO Akerson Buys $500,000 in GM Stock

Calls news leaks about Ewanick ouster “treason.”

by on Aug.10, 2012

GM CEO Dan Akerson during a visit to China.

General Motors Chairman and CEO Dan Akerson is putting his money where his mouth is.  During a conference call with GM staff, the executive insisted all the turmoil the maker has been through will ultimately pay off – something he said he would back up by personally investing more than $500,000 to purchase 25,000 shares of the automaker’s stock.

Akerson used the call to address the many challenges that have faced the automaker in recent weeks, notably including the widely discussed ouster of GM’s global marketing chief Joel Ewanick.  The CEO appeared to confirm news reports that Ewanick was ousted for violating company rules – but Akerson also expressed serious frustration that the story had played out in the headlines thanks to a series of leaks.

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He pointed to a news story that ran on the Bloomberg News service – and covered here on – which he indicated was essentially “verbatim what happened.”

“We have to stop leaking in this company,” Akerson asserted during yesterday’s GM conference call. “It’s an act of treason.  It really is.”


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