GM shifts new Silverado advertising to Leo Burnett

[ne_one]

GM shifts new Silverado advertising to Leo Burnett
Automotive News
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.

Full article at link.

[Ambalanche]

I thought Leo urn être had been jettisoned years ago... Now their back?

[steve333]

Like a Rock

That will be $1 million

[bmwboy2007]

Like a Rock

That will be $1 million

I'm probably in the minority, but I hated that one.. Not being a fan of Bob Seger may have something to do with that.

[bone]

I can no longer keep track of GM's advertising agencies. So many changes in such a short time period. The result is no continuity of theme.

[camaro_freak]

I can no longer keep track of GM's advertising agencies. So many changes in such a sort time period. The result is no continuity of theme.

NO kidding - why can't GM settle on a firm and hold them accountable until they get it right?

RUNS DEEP - fail
American Revolution - epic fail with the lineup at the time
See the USA in your Chevrolet - win!
The cars more Americans can depend on - ok, meh...
May the Best Car Win - win! if the Chevy was actually class leading
The most dependable, longest lasting trucks on the road - ballsy!
Like a Rock - epic win!
The Heartbeat of America - epic win!
Building a better way to see the USA - good

[nsap]

Grief. Another ad shuffle. It's no wonder there is never anything consistent about GM marketing.

[Elvisuperman]

Nsap, quick question.

Are the exterior changes to the Silverado more apparant when you see it in person?

[CADILLACSIXTEEN]

Hopefully they come up with something innovative and fresh for the next gen truck advertisements.
I'm sick of the lame-duck "chevy runs deep" or typical "amazing" lease offers for a Sierra.

[nsap]

Nsap, quick question.

Are the exterior changes to the Silverado more apparant when you see it in person?

Yes. To me the GMT-900 Silverado never existed as far as the new design is concerned. It's as if they evolved the 400 and 800 design for K2XX.

[nsap]

Nsap, quick question.

Are the exterior changes to the Silverado more apparant when you see it in person?

Yes. To me the GMT-900 Silverado never existed as far as the new design is concerned. It's as if they evolved the 400 and 800 design for K2XX.

[camaro_freak]

Yes. To me the GMT-900 Silverado never existed as far as the new design is concerned. It's as if they evolved the 400 and 800 design for K2XX.

and that was a brilliant decision - the 900s were a complete mistake!

[steve333]

I'm probably in the minority, but I hated that one.. Not being a fan of Bob Seger may have something to do with that.

Go play Mainstreet on itunes, it may change your mind. Night moves as well

[Uzzy]

I'm probably in the minority, but I hated that one.. Not being a fan of Bob Seger may have something to do with that.

You are a teeny tiny minority, and your taste is music is questionable, at best.

[bballr4567]

What does this agency put out right now? Anybody know?