The essence: The year was defined by the launch of the ambitious "American Revolution" campaign for General Motors Corp.'s Chevrolet, marking the launch of 10 new products in a 20-month time frame. The Interpublic Group of Cos. agency took hits with the losses of Masco Corp.'s Delta Faucet and Pier 1 Imports, but ended the year on a positive note by winning the $100 million Alltel Communications account.
Net growth: While the Warren, Mich.-based agency lost Pier 1 and Delta Faucet, it stole the Alltel business from Omnicom Group's DDB, Chicago. It won new assignments from Carrier Corp., Chevy, Kaiser Permanente, U.S. Navy and others.
management: The agency made some significant high-level hires, including former Bozell Chief Creative Officer Brent Bouchez as executive creative director. It also hired Beth Oliver, previously with GM Eventworks and DaimlerChrysler's The Marketing Arm, as senior VP-strategic integrated marketing handling entertainment-related areas.
Creative quality and effectiveness: "Soap" for the Chevy SSR (a hybrid pickup/- roadster/convertible), showing kids with soap in their mouths for expressing awe at the new car too vigorously, was a hit on the Super Bowl. However, the marketer stopped airing the spots fearing consumers would link it to the controversial half-time show. "American Revolution" swiftly became a widely recognized slogan, and Chevy boosted market share. Navy continued meeting its recruiting goals.