As new marketing chief of General Motors, Jeff Ewanick is responsible for creating the auto company's post-bankruptcy brand. His mission? Moving to Detroit is the "right thing to do." How can he help? By leveraging GM's relationships to bring more investment to Detroit, like a new push to find companies willing to invest in the city as a result of landing sponsorship from a GM brand.
As a result of Ewanick's campaigning, he's already convinced two ad agencies, Goodby and Fallon, to open satellite offices in downtown Detroit.
Excerpt:
The
work doesn't end with ad agencies. Ewanick has recruited three new
executives -- including Chevrolet's new top marketer, Chris Perry, who
came from Hyundai -- using the "right thing to do" pitch. And when GM
marketers are booking new sponsorships for GM brands, they now ask how
companies can help invest in Detroit in return, such as shooting a TV
show in the area, Ewanick said.
Read about Ewanick's commitment to the Motor City
here.
Enjoy this story?
Sign up for free solutions-based reporting in your inbox each week.