Commonwealth Wins More GM Business From Leo Burnett

The McCann Agency Picks Up Commercial Vehicle Work

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GM Fleet
GM Fleet Credit: GM

Interpublic's Commonwealth/McCann has added some more business from General Motors at the expense of Leo Burnett.

Commonwealth's Detroit office picked up the creative accounts for Chevrolet certified service and Chevrolet commercial vehicles. Also, McCann Detroit beginning on March 1 will support GM's advertising for its fleet business, which includes cars, trucks and vans used by governments and small businesses.

Commonwealth already handles the advertising for Chevy's core consumer brand. McCann Detroit is a separate office.

"Our new relationship with McCann and Commonwealth is an unprecedented collaboration designed to improve our go-to market strategy and integration with the Chevrolet brand," a GM spokesperson stated in an email confirming the move.

The accounts were previously at Leo Burnett Detroit. Commonwealth in 2015 regained the Chevy Silverado business from Leo Burnett, after GM had moved it to Burnett in 2012 to alleviate Commonwealth's workload.

Leo Burnett still has Buick and GMC and several other lines of GM business, including certified service for Buick, GMC and Cadillac. The shop created GM's lone Super Bowl ad this year, which was for Buick.

In a memo to agency employees obtained by Ad Age, Bill Kolb, chairman and CEO of Commonwealth//McCann, stated: "This is a great vote of confidence from our valued clients, and proof that our many efforts on their behalf continue to pay great dividends. Expanding our work into these additional areas not only broadens the scope of our role, but helps us continue to build our partnership with GM."

A Leo Burnett spokeswoman declined to comment.

Commonwealth was originally formed in March 2012 as a joint venture between Omnicom's Goodby Silverstein & Partners and Interpublic Group of Cos McCann to handle Chevrolet. Goodby later split from the venture.

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