Here's What GM's New Ad Chief Says About Chevy's Future

Chevy Volt

Photo: NRMA New Cars via flickr

When GM CMO Joel Ewanick suddenly left the company Sunday— his departure came after a questionable Manchester United sponsorship deal — the agency world has wondered whether his marketing plans would go with him.There has been particularly pronounced eyebrow raising about the future of Commonwealth, Ewanick’s brainchild that merged two agency rivals — Interpublic’s McCann Erickson and Omnicom’s Goodby, Silverstein & Partners — to form one Detroit shop that would handle all of Chevy’s advertising needs. It’s no secret that Ewanick and Goodby were close. Less is known about the ousted CMO’s interim replacement, Alan Batey. (Although a source told Business Insider that Batey is a fan of GS&P, too).

Well, after a couple days of keeping quiet, Batey talked about the future of Chevy’s advertising on a call with GM analysts to discuss the company’s July 6.4 per cent sales drop in the U.S.

When asked whether he was re-evaluating Commonwealth or the “Chevy Runs Deep” tagline, Batey said that the “simple answer is no. As I told you, this has nothing to do with our strategy. We are executing as per our plan. We have always been one team, and that continues. So you shouldn’t read anything into this that we didn’t announce, and there is nothing else to add to that. But are we changing strategy? Are we evaluating any of our partners? No.”

So apparently it’s business as usual.

“We’ve always been one team here, and there is no change in direction…There’s no change in priorities,” he said.

Do you think that Commonwealth is in the clear? Email [email protected] about what you’ve been hearing. 

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