Auto accounts: if you’ve never worked on one, you are missing out… or are you? Because it turns out that the Detroit auto clients are turning their backs on their fiercely loyal pool of local agencies, many of who have serviced their industry and business for 50+ years. Sure, there has been a growing trend for auto clients to “diversify” their portfolio—mixing it up, if you will, with fresh eyes, but a bit of a slap in the face to the agencies who eat, sleep, and drink the auto business… in none other than the auto capital of the world, Motor City, Detroit. One might say it started in 2014 when GM decided to move the Cadillac brand to NYC, only to return to Detroit four years later. Lesson learned?
Nope. Recent media reports detail a very specific decision from General Motors to “diversify” most of its Chevrolet Brand advertising portfolio from Commonwealth/McCann and Leo Burnett to a handful of different niche shops across the country. The result? Some very happy, small boutique shops who are not privy to the grit and grind that has built Detroit or the retail/dealer ad business that drives it, and conversely, a knife to the heart of the very agencies who created, coveted, and evolved the brand for dozens of years.
Listen—I get it. I’ve had a horse in both races. I worked at McCann Detroit for 11 years (in addition to working at other Detroit agencies servicing the car biz for almost 25 years) and now find myself at a small, 20-person shop in Denver. And don’t think the irony escapes me about how it’s okay for me to leave the ad biz in Detroit while condemning the auto companies for doing the same. But my decision to leave affects one person (me); their decision kills thousands of local jobs and businesses and ruins lives.
Okay, let’s take the emotion out of it. The other thing to consider is the value this diversification brings to the brand. I think very little. You have gone from one EXPERT as your brand champion, an agency who carries your brand umbrella and ensures the brand is upheld in all aspects, someone who has treaded water with you, BAILED you out of 9/11 (Think: GM’s “Road to Redemption” campaign—quite arguably the single campaign that re-invigorated the U.S. economy after the 9/11 demise).
Oops, sorry, I said I would take the emotion OUT of the argument. Okay, back to “diversification.” Let’s discuss. Is it diversifying, or, in reality, is it fragmenting the brand? Now, suddenly, you have ten (give or take) small agencies nationwide trying to understand the brand, connect with Chevy’s audiences, and impress a new client. Do you think that results in the most compelling creative, delivering on brand promises created over time? Possibly, maybe by accident, but I doubt it. Instead, what it will result in is ten completely different (and yes, I acknowledge, likely really good standing on their own) creative campaigns delivering confusing and inconsistent brand messages. There is no umbrella. It will look like Chevy has ten different faces.
In a world where most of us desperately seek peace, we should look to our neighbors and find strength in leaning on the ones who know us best. Shame on you, GM. I have two things to say:
“E Pluribus Unum” and “Tuebor.”
Don’t get it? Sorry, it’s a Michigan thing.
