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Omnicom and IPG form joint venture to service GM's global Chevy account

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 28, 2012
Omnicom-owned Goodby Silverstein & Partners, previously Chevy's lead agency in the US, and Interpublic's McCann Erickson, the brand's lead agency in India, China and Latin America, have formed the 50:50 venture, called Commonwealth. The JV will service the global $2 billion account of Chevy, worldwide.

Omnicom Group and Interpublic Group have formed a first-of-its-kind joint venture to service the creative account of General Motors' Chevrolet.

Joel Ewanick

Omnicom-owned Goodby Silverstein & Partners, previously Chevy's lead agency in the US, and Interpublic's McCann Erickson, the brand's lead agency in India, China and Latin America, have formed the 50:50 venture called Commonwealth. The JV will service the global $2 billion account of Chevy, worldwide.

The new business, which will be based in Detroit, will develop creative campaigns across all media platforms for Chevrolet. Earlier, Chevrolet used 70 agencies across the globe.

Goodby Silverstein & Partners and McCann Erickson pitched against Publicis Groupe and Cheil Worldwide for the business in a review which kicked off towards the end of last year.

Speaking about Commonwealth, Joel Ewanick, GM's vice-president and global chief marketing officer,says, "Commonwealth will be based right here in Detroit, and its only focus will be to strengthen and grow Chevrolet into an iconic global brand."

Commonwealth will be led by a global advisory board of eight members, who will oversee creative initiatives and strategy. The board includes Jeff Goodby, founder, Goodby Silverstein & Partners, who will serve as creative chairman; Washington Olivetto, chairman and chief creative officer, McCann Worldgroup Latin America; Linus Karlsson, chairman and chief creative officer, McCann New York and London; and Prasoon Joshi, chairman and CEO, McCann Worldgroup India.

These four creative leaders will work in collaboration on all major creative initiatives and resource allocations. Campaigns will be handled through global hubs, which will operate in Detroit, Milan, Mumbai and Sao Paulo.

In the release, General Motors says that the new appointment, and the appointment of Carat as GM's global media agency earlier this year, is part of the company's ongoing effort to drive efficiencies.

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