Campaña de Chevrolet
Chevrolet decided to work with Oakland-based Carol H. Williams Advertising to handle its brand multicultural/African American marketing. SpikeDDB handled that business for more than 6 years, but will retain its multicultural agency of record status on Cadillac. “To properly align brand marketing and advertising objectives, Chevrolet will engage Carol H. Williams as its multicultural agency of record. These partnerships will allow for deeper brand focus and better alignment with diversity marketing initiatives for Chevrolet and Cadillac, respectively” a company spokesperson wrote. Carol H. Williams is currently the largest female-owned African American agency in the U.S., has offices in Oakland, Chicago, Detroit and New York and included Buick, U.S. Army and Wells Fargo among its clients in a recent creative roundup. SpikeDDB, the Brooklyn-based agency started by Director Spike Lee and partially owned by Omnicom, won the business in 2010. The agency has produced spots for several Chevy lines including the Impala, the Equinox and the Cruze and one important campaign (include the Impala launch starring John Legend and the extended Mone Davis spot “I Throw Like A Girl.” In 2014 Chevrolet moved all its U.S. Hispanic advertising to Casanova Pendrill, McCann Worldgroup’s Hispanic agency, from Omnicom-backed LatinWorks. The shift was essentially a consolidation with Commonwealth, McCann’s dedicated agency for General Motors’ Chevrolet account.
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