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