LatinWorks will Handle Chevrolet’s U.S. Hispanic Account

General Motors Co. is moving U.S. Hispanic advertising for Chevrolet to creative shop LatinWorks. Chevrolet's Hispanic account had been handled since 1997 by Miami-based Accentmarketing, 49% owned by Interpublic Group of Cos.

As Ad Age reports, this is the second time Joel Ewanick, VP-marketing at General Motors since May, has hired LatinWorks as his Hispanic shop. He picked the Austin, Texas-based agency in a 2007 review to handle Hyundai Motor America's $30 million Hispanic account when he was VP-marketing at the automaker. That was just a few months after he appointed Omnicom's Goodby, Silverstein & Partners as Hyundai's general-market creative agency.

At GM, Mr. Ewanick moved the $600 million Chevrolet account to Goodby during his first week on the job. Omnicom-based LatinWorks' prior experience working closely and amicably with Goodby on Hyundai was a plus in getting the Chevrolet assignment for the Hispanic market.

Source: Ad Age


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