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C-E, McCann collaborate on Chevy global expansion

By Published on .

[Detroit] Interpublic Group of Cos. siblings McCann Erickson and Campbell-Ewald formed an alliance, dubbed Chevrolet Brandcom, to collaborate on advertising and marketing as the General Motors Corp. brand expands globally. McCann handles Chevrolet in roughly 50 nations; Campbell-Ewald is Chevrolet's U.S. agency. Two TV spots created for the Aveo small car in the U.S. are rolling out this month in Latin America, Africa, the Middle East and Asia/Pacific region after a few tweaks and translations. The two agencies learned via research in those markets that the spots would be appropriate outside the U.S.
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