Mother wins digital foothold at GM’s Chevrolet

This one snuck under the radar a bit, apart from that of eagle-eyed Adweek, but UK indie agency Mother, which now has a thriving New York outpost, has been appointed by General Motors’ Chevrolet to handle a digital project to handle Chevy’s 100th anniversary in November.

New GM marketing supremo Joel Ewanick moved the big-spending Chevy account from Publicis to Omnicom’s Goodby Silverstein, the agency he’d worked with in his previous job at Hyundai, as soon as he took over at the struggling car giant.

Since then Goodby has struggled to come up with the creative goods since and not received rave notices from Ewanick either.

Hardly surprising, this is just bizarre – and depressing.

GM says the digi assignment for Mother is just a one-off and Jeff Goodby told Adweek he was relaxed about the presence of Mother. Mother hasn’t been returning calls on the subject, which is most unlike them.

This could all be smoke without fire of course but Ewanick is the most high profile CMO in the world and he needs some outstanding advertising to justify all the changes he’s made.

Mother is certainly capable of that.

You May Also Like

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.