Jul 07

Commonwealth/McCann Highlight Chevy’s Tech Cred

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You’re almost certainly aware that General Motors is currently suffering through a scandal created by its lack of tech savvy. Yet, even as the terrible PR is somehow increasing sales numbers for the automaker, a new spot created by Commonwealth/McCann indicates that Chevrolet wants customers to know that it’s moving on. In fact, we might say that the brand has begun “a new journey.”

This spot is ostensibly all about the 4G Wi-Fi available in new models, but in a larger sense it’s about how Chevrolet is moving forward on all cylinders and bringing its customers along for the ride.

The July 4th debut was no accident, either: as Chevy’s VP of Marketing puts it, “What better time than the Fourth of July to celebrate the new independence that Chevrolet provides”…via working Wi-Fi.

In order to reinforce this point, the team at Commonwealth/McCann Detroit adroitly make the sort of “that was then, this is now” juxtapositions that one sees in many campaigns for products with tech components.

Credits after the jump.

(more…)

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Jan 29

Garcia, Commonwealth Part Ways (Updated)

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We’ve received word that Joe Garcia, who’s been with Commonwealth for three years and has previously worked out of McCann Midwest, is no longer with the agency. Garcia served as president of Commonwealth, the IPG-owned, Chevy-focused, Detroit-based branch. Prior to his time at Commonwealth, Garcia spent over seven years at BBDO Detroit, where he last served as president. We’ll keep you posted if and when we hear more.

Update: And so the story goes, McCann has appointed Team Detroit alum Sharon Wacker as managing director, North America while promoting Kate MacNevin to executive director of global operations for Commonwealth. Bill Kolb, CEO of Commonwealth/McCann, says in a statement, Bill Kolb, chairman/CEO of Commonwealth//McCann, said, “We are excited to welcome Sharon. Her deep understanding of the North American auto marketplace makes her ideally suited to the task of building on our success with Chevrolet in North America Kate has an exceptionally effective record of helping to build and expand Chevy’s businesses and is a great judge of not only what builds a strong brand, but also what drives traffic into dealerships. In her expanded new global role she will be key to helping further develop the Chevrolet brand across the globe.”

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