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Chevrolet Selects Two Partners for 2010 Advertising Campaign

Since 2009 is almost over, it is now the moment to plan next year’s advertising strategies. So is the case with Chevrolet, which has recently announced two agencies that will handle its advertising creative for the first half of 2010.

Publicis will develop creative for Chevrolet Malibu, Equinox and Traverse, while Campbell-Ewald will develop and execute creative for Silverado and Silverado HD. The latter also remains the agency of record for Chevrolet, and will continue to handle Chevrolet retail business.

“We look forward to continuing our long-standing partnership with Campbell-Ewald, and forging a new relationship with Publicis to develop compelling, effective creative to debut during the 2010 Winter Olympics,”
says Kim Brink, Chevrolet General Director. “The new body of work will showcase Silverado –the most dependable, longest lasting truck on the road – and highlight our latest successes, the Malibu, Traverse and Equinox.”

The Malibu, Equinox and Traverse contributed to a 10 percent increase in Chevrolet retail sales in November, as compared to the same month a year ago. Malibu increased 34 percent, Traverse increased 154 percent while Equinox sales nearly tripled, up 247 percent.

The advertising selection process began in November, when Chevrolet requested creative proposals for four key Chevrolet vehicles, as well as work to support Chevrolet’s involvement in the Winter Olympics. After reviewing proposals from multiple agencies, Chevrolet finally settled to Publicis and Campbell-Ewald.

The new advertising creative work will debut February 12, during the 2010 Winter Olympics and it is projected to run through the second quarter of 2010. Creative for other vehicles in the Chevrolet portfolio will be announced at a later date.
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