Now GM axeman Ewanick dumps BBH from Cadillac

It’s always diverting to see a marketing director, or chief marketing officer as they’re known these days, running amok and General Motors’ new marketing chief Joel Ewanick is setting a formidable pace.

He’s about to dump Britain’s Bartle Bogle Hegarty, 49 per cent owned by Publicis Groupe, from the $270m Cadillac account after just six months.

Ewanick, who only joined GM from Nissan a couple of months ago (he wasn’t at Nissan long either) has already fired the Publicis agency from the much bigger $600m Chevrolet account, this after only a few weeks and virtually no ads.

Publicis boss Maurice Levy could be forgiven for thinking Ewanick doesn’t like him.

Well Joel, whose real title is vice president marketing, is clearly a man in a hurry as we’ve observed before.

No news yet on the destination of Cadillac although Ad Age speculates that politics may keep it within Publicis Groupe. Chevrolet moved to Omnicom’s Goodby Silverstein & Partners which worked with Ewanick at Hyundai.

As for poor old BBH its ads weren’t bad at all, by American car standards. But apparently Ewanick didn’t like the ‘mark of leadership’ tag line.

So just change it.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.