????Campbell Ewald had created arguably some of the most memorable campaigns in automotive advertising history. Classic taglines included "See the USA in a Chevrolet," "Baseball, Hot Dogs, Apple Pie and Chevrolet," "Heartbeat of America" and "Like a Rock." However, when Ewanick took over in May of 2010, the first order of business was to instill new life into GM's largest brand. He turned to familiar territory -- Goodby, Silverstein and Partners. Goodby was Hyundai's ad agency when Ewanick led its marketing and advertising, and Ewanick has a longtime relationship with agency partner Jeff Goodby. Goodby is known for "Got Milk?," among other campaigns.
????Ewanick wasn't immediately satisfied though, recently criticizing Goodby's work as "inconsistent" and ordering up tweaks to its approach. "I can say that we turned the corner," Ewanick says, pronouncing himself especially pleased with such new Chevy Cruze TV spots as one highlighting a young man's first date: After giving the young woman a chaste peck one the lips, he gets in his Chevrolet Cruze and pushes the OnStar button. A voice reading his date's Facebook post says "Best. First. Date. Ever." GM's new chief marketing officer likes the "Best Date" ad because he says it's entertaining, emotional and communicates a specific product attribute, namely the ability of OnStar to audibly recite a Facebook status update to drivers and passengers.
????Ewanick built his reputation on meticulous execution and unconventional thinking. In the depths of the last recession, he helped to devise the Hyundai Assurance Program, which promised that new-car customers would be protected by insurance in the event they lost their jobs after buying a new Hyundai. It succeeded in raising Hyundai's profile and market share at a moment when consumer confidence was low.
????At GM, Ewanick and team have created "brand books" for Chevrolet and the others, describing for advertisers the qualities and attributes represented by the brand. Chevrolet, for example, is meant to appeal to what Ewanick describes as everyday heroes, a notion that can be adjusted in the respective worldwide markets where Chevrolet is sold. Buick and Cadillac both are luxury brands, though differentiated by physical design as well as type of customer. Cadillac has sharper lines, appealing to an "edgier" personality than softer and smoother Buick. Ewanick calls it a "flanking" strategy that differentiates luxury buyers.
????Since the 1983 Fortune cover GM's US market share has fallen by more than 50%, now hovering around 20%. Similarity of look has been cured -- but now the market is flooded with more brands and nameplates than ever, giving consumers unprecedented choice in size, style and price category. Ewanick must take care to avoid the classic mistake of many military strategists, fighting the last war instead of the current one.
