Tag Archives: Fallon

GM Moves Chevy to McCann, Starts Caddy Review

Well, it was probably the worst kept secret around.

And General Motors finally confirmed it, announcing late in the day today (March 14) it was consolidating Chevrolet’s global account at IPG’s McCann Worldwide. Strangely, GM distributed the statement, which was attributed to McCann.

Whatever.

The bottom line is this: Omnicom’s Goodby, Silverstein & Partners is out.

Goodby won the Chevy account in 2010 without a review shortly after the arrival of Joel Ewanick as CMO. Ewanick had worked with Goodby during his years heading Porsche marketing and also for a while at Hyundai.

Shortly before Ewanick was forced out last year, GM pushed Goodby into that silly 50-50 venture with McCann to handle Chevy, called Commonwealth. I predicted it was a bad idea to try to get 2 holding companies to work together.

https://autoadopolis.wordpress.com/2012/03/28/is-chevys-global-creative-solution-a-good-idea/

GM should have known better since it had tried it before on the media side… and it flopped.

Most AutoAdOpolis readers know I have not been a big fan of most of Goodby’s work. I don’t put all the blame on the agency because it has done some great work for other clients.

The smoke signals for Goodby’s demise really started billowing late last year when GM’s Alan Batey, interim CMO, (pictured below) moved oversight of the crucial Chevy Silverado launch to Publicis’ Leo Burnett.

aLANBatey

Burnett  also has GMC and Buick and one could certainly argue that work for those two brands hasn’t exactly been setting the world on fire.

So one has to wonder why Batey chose to only fiddle with the agencies for only 2 of 4 GM US vehicle brands, essentially giving Burnett a free pass.

But even more curious is Batey’s timing.

After all, Tim Mahoney will start April 1 as GM’s newly-hired global CMO for Chevrolet. Mahoney, on vacation this month after leaving VW of America, will also be global GM marketing operations leader, indicating he’ll also oversee other car brands. He’ll report to Batey.

GM has been mum on whether Batey, also VP of sales and service in the US, will remain interim global CMO. So Mahoney could well be Batey’s successor. So, if Batey wanted to make some big moves and undo most of what Ewanick did, he knew he had to hurry.

But why not wait until Mahoney arrives?

Batey’s marketing power plays would have had to have been okayed from the top, since Batey reports to GM Chairman-CEO Dan Akerson.

This entire mess doesn’t portray GM in a very positive light.

What the hell are you guys thinking?

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On Twitter @jhal2001

AUTOMAKERS UNVEIL SUPER BOWL ADS

 

The countdown clock is ticking until the kick-off of Super Bowl XLVI and more auto advertisers are revealing their Game Day commercials. Noticeably absent in the pre-game hype- AGAIN this year- is Chrysler Group. Last year, Chrysler was mum until its 2-minute “Imported From Detroit” spot for the Chrysler 200 aired during the game. Sometimes surprises are good. This year, Chrysler will have a :90 commercial that we’ll all just have to wait to see.

American Honda Motor unleashed a long version of its Super Bowl commercial, starring actor Matthew Broderick in a modern-day version of his movie “Ferris Bueller’s Day Off.”

This 2:25 video shows Broderick calling in sick and escaping in his all-new, fourth-generation 2012 Honda CR-V to have some fun.

This is a fun spot that’s bound to break through the clutter during the Big Game this Sunday. Honda’s longtime agency, RPA in Santa Monica, tapped big-time director Todd Phillips (The Hangover, Old School) for this work.

The commercial is one of the best RPA has done for Honda in a long time and is far and away superior to the first launch work for the new CR-V that broke at the start of the year, including this one from RPA, called “Proposal”

Honda’s CR-V Super Bowl commercial is also tied into the Leaplist. Honda.com site, where there’s a CR-V Leap Year Contest to win a new CR-V and other prizes. Honda has smartly tied in with social media, encouraging its Facebook fans to find and comment on the dozens of “Easter eggs” in the spot reminiscent of the original Bueller flick. That link is http://www.facebook.com/hondacrv

And here comes the Toyota brand, which is advertising in the Super Bowl for the first time in three years.

Toyota is pushing the seventh-generation 2012 Camry with this entertaining commercial called “Reinvented” from Saatchi & Saatchi Los Angeles

Although this version is a minute long, this spot will be sliced to a :30 commercial for the Super Bowl and one of two :30s the brand will have in the game. Toyota says this commercial is scheduled to air in the third quarter and will be backed by a social media play kicking off after the spot airs. Viewers will be encouraged to go to Twitter and tweet with the #Reinvented hashtag about what they’d like to see reinvented. Toyota will respond to select tweets in real time with a creative depiction of that idea.
Toyota doesn’t have a history of exciting advertising, so this one is a breath of fresh air.

Not so for Kia, which has only released a sexy teaser for its Super Bowl commercial, starring Victoria Secret model Adriana Lima for the new Optima

We’ll see if the old adage “Sex Sells” works for Kia in this case. Don’t bet on it. We much prefer Kia’s “Epic” entry in last year’s Super Bowl for the Optima, also from DavidandGoliath in Los Angeles.

Kia’s affiliate, Hyundai is back for its fifth straight year as a Big Game advertiser. Hyundai said it will have five spots on game day: two during the pre-game, one in pre-kick slot and two in the game. Innocean Worldwide Americas in Huntington Beach, California, is the brand’s creative agency of record.

Hyundai is using the very-recognizable and uplifting theme from the movie “Rocky” for this minute-long spot, called “All For One,” about team work at its Montgomery, Alabama plant

Then there’s this one, called “Think Fast,” for the 2013 Genesis Coupe, which comes with a 348-horsepower, V-6 engine

How about this one for the 201-horsepower Veloster Turbo?

Sorry, but a guy getting mauled by a cheetah isn’t that funny.

Hyundai is also patting itself on the back for its big win for the 2012 Elantra as Car of the Year at the North American International Auto Show in Detroit earlier this month with this commercial, called “Victory Lap”

Look for that one to air sometime before the game starts.

Lastly is Cadillac, which is pre-launching its new ATS with this snoozer called “Green Hell” from Fallon

There are certainly a lot of car ads made at Germany’s Nürburgring, so this commercial won’t break through the clutter. If you’re going to advertiser in the Super Bowl- Go Big or don’t bother!

Late Edition Addition: Honda’s Acura brand is pulling out all the stops for its first appearance as a Super Bowl advertiser. The brand has a minute-long spot featuring Jerry Seinfeld, who tries his hardest to move from number 20 to first on the list to get the new, upcoming 2012 NSX. There’s appearances by the Soup Nazi, Jay Leno, an, an alien and dancing holographic monkeys. You can see the longer 1:52 version here

Acura says it wants to strengthen its brand awareness. No doubt. The brand sold 123,299 new vehicles in the USA last year, an 8% drop from 2010.

The spot, called “Transactions,” was created by Acura’s agency rp&, a sibling of Honda’s longtime shop RP&A in Santa Monica.

OUCH! And Chevrolet has taken direct aim at Volkswagen’s already-released Big Game commercial teaser, with dogs barking out Star Wars’ theme song.

General Motors’ volume brand has uploaded a dog video of its own, from the popular OK Go group. Chevy teamed with the band for a new MTV video arriving this weekend featuring the Sonic. Chevy doesn’t call out VW by name, but in describing the video on YouTube says “we’ve all seen videos with talented dogs. Chevrolet’s favorite came from OK Go last year.”

Let the game begin!

(See my earlier posts for Chevrolet, Volkswagen, Lexus and Suzuki’s Bowl entries)

MAKING TRACKS: Anthony Kuhn joined Everist Genomics Inc as Director of Strategic Alliances. Tony has lots of ad agency experience, having worked at TBWA, Lowe and Bozell.

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GM’s Advertising Is Disappointing

General Motors has had plenty of time to get its advertising house in order.
It’s been more than a year now since the General moved the account for its biggest brand, Chevrolet, to San Francisco’s Goodby, Silverstein & Partnership. And the one-year anniversary of Fallon, Minneapolis, taking over the Cadillac account, is coming up.
Overall, the work has been a huge disappointment, with only a few shining moments.
A shame really, since what better time for GM to really kick their advertising into high gear. GM should have used this time to clearly define each of its four brands, differentiate them and try to win back American buyers with compelling communications in all channels.
And a bigger shame when you also consider how much GM is spending. The automaker shelled out $542 million in U.S. measured media in the first quarter of this year, according to Kantar. That was enough to rank GM as the nation’s third largest advertiser. GM outspent the three other carmakers in the top 10 – #7 Chrysler; #8 Toyota and #9 Ford. GM outspent Ford by $243 million, Toyota by $235 million and Chrysler by $223 mil.
Arguably, at least two of those other automakers are getting more bang for their ad buck.
Now the grapevine is buzzing that Goodby Silverstein is in the hot seat with GM.
And Fallon had an exodus of its Detroit staffers on Caddy, with less than 10 of its original 22 staffers still standing a couple of months ago. Some of them split on their own; others were pushed.
Is there a Chevy or Cadillac ad that impressed any one of you and made you say “I wish we had done that?” I doubt it.
Even Joel Ewanick, GM’s VP of global marketing, seems frustrated.
During a recent interview on Autoline Detroit, Ewanick confessed he’s been hard on all of GM’s agencies, including Leo Burnett USA on Buick and GMC. (Ads for those two brands aren’t setting the world on fire either.) He said the reason he’s tough on them is he’s looking for consistency in the messaging.
While Joel handed kudos to Fallon for “nailing” Caddy’s new ad theme of “red-blooded luxury” in the first TV commercial early this year, he admitted “we had some trouble getting the (other) ads ready,” and those others were “just okay.”
Yeah, like this one- still airing- called “Raindrops” for the CTS-V. Narrator Laurence Fishburne tells us in the spot: “ When you build the world’s fastest production sedan, you consider everything. Like at 190 mph, even a simple raindrop becomes a powerful force. The Cadillac CTS-V, every detail built for speed and performance, right down to the windshield wipers. We don’t just make luxury cars, we make Cadillacs.”

Windshield wipers? Really? And this has exactly WHAT to do with Cadillac? You gotta wonder what they were thinking.
Actually Sherry Weitzman, national ad manager of Caddy, explains in this behind-the-scenes’ YouTube video that the big idea behind the ad is to show the brand’s attention to detail, craftsmanship and excellent engineering.

But is that what the commercial is really doing?  Not even close.
This YouTube video has only gotten 5,500 views in six months- not exactly a viral marketing miracle by any means.
Seems the Fallon guys just wanted to use their fancy camera. And the commercial is too similar to a Cadillac Super Bowl spot about 7 years ago showing a car driving through rain in slow motion.
At least Fallon didn’t propose an ad with sofas driving down the road, as Bartle Bogle Hegarty in New York did during its short tenure on the account. BBH figured just because THEY thought of Cadillacs that way, the rest of the world still did. Hello!
Speaking of Fallon, Ewanick admitted “it’s never the agency’s fault, totally.” (A main truism of the business rarely verbalized by CMOs) So, he said, the client made people changes at both Fallon and inside GM.
Meanwhile, on Chevrolet, Ewanick gave Goodby a grade of “a solid C” overall. (Ouch!) Although he added “thanks to the Super Bowl, it was closer to a B.”
Were we watching the same Super Bowl with all those so-so commercials for Chevrolet?
At any rate, what compelling advertising have we seen for Chevrolet since then? Can’t think of any? Me neither.
Chevy should be in high gear by now with its new messaging and ad tag “Chevy Runs Deep.” But we’re simply not seeing it. That’s a damn shame. Let’s hope Goodby hits it out of the park for Chevrolet’s big centennial communications.
“You’ll see the work get better,” said Ewanick.
Let’s hope so.
* THIS POST IS ALSO MY CURRENT “AD RAP” IN CNW RESEARCH’S LATEST PULSE EDITION OF RETAIL AUTOMOTIVE SUMMARY.

MAKING TRACKS: MARTIN COLLINS has recently returned to Ford Motor Co. as a general sales manager after 4+ years at Group One Automotive, where he was most recently regional VP in the West. He’s moved back to Michigan to work in Dearborn. Marty started his career in 1985 at Ford where he held a variety of assignments within Ford Division including marketing, field operations, franchising, product development and strategy. He also worked internationally, where he was Northern Regional Manager for Ford of Britain for two years. Welcome back, Marty!

Ewanick Shifts Gears on Caddy

Joel Ewanick is proving he’s not a patient man.
Arriving a little over a month ago as GM’s new VP-marketing, Ewanick is moving Cadillac’s account- for the second time in six months. Ewanick inherited Bartle Bogle Hegarty, New York, hired after a review in January to replace independent Modernista, Boston.
BBH’s work looked more like music videos than ads for new models, which got lost in the executions.

BBH\’s Cadillac commercial
Cadillac deserves better than this. The once-iconic luxury brand was once the “Standard of the World” and had been starting its climb back up the mountain until GM hit the skids.
The truth is the industry grapevine had been buzzing well BEFORE Joel’s arrival that there was friction on the account, so much so that the Cadillac folks brought in veteran car creative Gary Topolewski to help out BBH. No surprise there since Caddy exec director-advertising Kim Brink (aka Kosak) and her boss, Susan Docherty, then VP-marketing of North America, had worked with Gary during their gigs earlier this decade in advertising at the brand when he was creative chief at Caddy’s agency, D’Arcy, Masius, Benton & Bowles in Troy, Michigan.
Those were heady days for Cadillac, which was enjoying a product renaissance with slicker new products and running its “Break Through” ad blitz featuring Led Zeppelin’s “Rock and Roll.”
Ewanick is moving the account to Fallon, Minneapolis, as first reported this morning by Adweek, although a GM spokeswoman declined any comment on the matter at mid-day June 24.
Since both Fallon and BBH are part of Publicis Groupe, the move is a wash in terms of revenues for the holding company, albeit a major embarrassment.
The move means Fallon will have to resign the Chrysler brand, which it won in January, and throws another piece of Detroit business up in the air.
Ewanick already moved Chevrolet’s account to Omnicom Group’s Goodby, Silverstein & Partners, San Francisco without a review. Ewanick worked with Goodby during his nearly 9 years as general marketing manager of Porsche Cars North America and he worked with the agency during his tenure at Hyundai. He also worked with Fallon, which lost the Porsche account to Goodby in 1993.
Fallon had a pretty decent track record during its 10-year run as BMW’s agency of record, which lasted until 2005, when a management shift at the client sparked an agency review and the agency resigned over the matter. Fallon was the brains behind BMW’s “The Hire” online film series that set a high bar in that category.
Hopefully lightning will strike again for Fallon on Cadillac.

MAKING TRACKS: On June 23, Russell Wager left David&Goliath, Kia’s U.S. creative ad agency, where he had been a managing partner since late 2006 on the car account. He’s moving from California to Japan, where he will start July 5 at TBWA/Hakuhodo in Tokyo on Nissan and Infiniti. Wager spent 13 years at TBWA’s Playa del Rey, California office as a partner-account director overseeing the Nissan and Infiniti account.