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Fast-mover Ewanick shifts Cadillac from BBH to Fallon

He doesn’t hang around this boy and new General Motors v-p of marketing Joel Ewanick has appointed Fallon to handle the Cadillac account, just wrenched from the paws of London-based Bartle Bogle Hegarty.

Since joining GM a couple of months ago Ewanick, the former star marketer at Hyundai in the US, has already sacked Publicis as the Chevrolet agency in favour of his old Hyundai partners at Goodby Silverstein.

Presumably other GM brands will be on the move soon.

BBH is minority-owned by Publicis Groupe. But Fallon is wholly-owned by Publicis, bearing out speculation that other GM directors were a touch concerned that Ewanick’s buccaneering rearrangement of accounts might leave them short of friends in the agency community.

This still begs the question of what, precisely, did BBH do wrong?

Ewanick seems to want good old US of A agencies working on his business, whoever the owner might be. Minneapolis-based Fallon meets this description, Publicis and BBH clearly don’t.

But Fallon was recently hired by GM rival Chrysler to handle its advertising. Which presumably Ewanick is aware of.

So there are some more musical chairs to look forward to.

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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.
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