GM to combine Chevy advertising, hopes to save $2 billion
Detroit: General Motors expects to save about USD 2 billion during the next five years by centralising most of the global advertising for its Chevrolet brand.
The Detroit company said today that San Francisco-based Goodby, Silverstein and Partners will join with New York-based McCann Erickson Worldwide to form a new company to handle most of Chevy's ads.
Goodby, Silverstein now does Chevy advertising in the US, including the "Chevy Runs Deep" campaign. McCann handles Chevy ads in China, Latin America, Mexico, Canada and other markets. The new company is an equal joint venture between the agencies and will be called Commonwealth. It will be based in Detroit.
Before the change, Chevy had 70 agencies worldwide. Commonwealth will handle advertising in all markets but China, India and Uzbekistan, where GM has joint ventures, the company said in a statement. McCann will continue to handle ads in China and India, and Uzbekistan will be contracted as needed.