General Motors

Commonwealth//McCann *Lead Agency

Bob Guisgand, Executive Creative Director
Gary Pascoe, Chief Creative Officer
Mark Rebhan, SVP, Director of Strategy, North America
Duffy Patten, Executive Creative Director
Jacqueline Redmond, Account Director
Kelly Balagna, Executive Producer
Jeff Beverly, EVP, Global Director of Content
Bill Wilt, Account Director
Linus Karlsson, Creative Chairman

Carat

FleishmanHillard

Research revealed that consumer perceptions of Chevrolet dramatically lagged reality: the most awarded auto brand of 2014 suffered low opinion and consideration. Part of it was a hangover from GMs bankruptcy and a series of vehicle recalls, and part the sheer breadth and depth of Chevrolets offerings, resulting in fragmented communications. Eroding brand health indicated we needed a new approach: a master brand campaign laser-focused on aligning perceptions to reality. Launched in April 2015, the campaign has delivered across all measures, including campaign effectiveness, brand health, and sales.