GM shifts new Silverado advertising to Leo Burnett
December 19, 2012
by Mike Colias and Rupal Parekh
General Motors is switching creative advertising agencies for the 2014 Chevrolet Silverado ahead of the highly anticipated launch of the next-generation pickup next year.
GM has assigned Silverado creative duties to Leo Burnett, which now handles advertising for Buick and GMC, including the Sierra pickup, a GM spokesman confirmed.
Commonwealth -- the Detroit agency formed last spring as a joint venture of Omnicom Group and Interpublic Group of Cos. -- will remain Chevy's agency of record but will cede the Silverado work to Leo Burnett, owned by Publicis Groupe.
GM spokesman Pat Morrissey said GM wanted to alleviate some of the workload for Commonwealth, which will help the company launch some two dozen new or significantly revised Chevy vehicles next year.
Analysts estimate GM has invested $3 billion to $4 billion to develop the new pickups and engines, and to retool assembly and powertrain plants. Citi expects the new Silverado and Sierra to boost GM's 2013 and 2014 operating earnings by $1 billion.
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