Campbell Ewald is an advertising and

marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate ...

agency headquartered in

Detroit, Michigan Detroit ( , ; , ) is the largest city in the U.S. state of Michigan. It is also the largest U.S. city on the United States–Canada border, and the seat of government of Wayne County. The City of Detroit had a population of 639,111 at ...

, with offices in

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

and

New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...

. Campbell Ewald is part of advertising company

Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a n ...

(IPG).

History

In 1911, admen Frank Campbell and Henry Ewald merged their individual Detroit companies to form Campbell Ewald, beginning with just six employees. Their first client was

Hyatt Roller Bearing Company Hyatt Roller Bearing Company was a manufacturer of roller bearings from 1892 to 1916, when it was acquired by General Motors. It continued as a distinct division of GM for many years. The company struggled at first, then entered a phase of profit ...

, led by Alfred P. Sloan (later president of General Motors). Campbell resigned in 1917 and sold his stock in order to volunteer in France in World War I. Henry Ewald became president and chairman of the Board of Campbell Ewald.

Chevrolet Chevrolet ( ), colloquially referred to as Chevy and formally the Chevrolet Motor Division of General Motors Company, is an American automobile division of the American manufacturer General Motors (GM). Louis Chevrolet (1878–1941) and ous ...

became the agency's first major client in 1919 and by 1922, Campbell Ewald was awarded all of General Motors' ad business. The agency continued its partnership with GM for more than 90 years. In 1928, Henry Ewald bought a Chevrolet dealership at Mack and Gratiot in Detroit to better understand the automotive industry. In 1952, Chairman Ewald granted the title of President to Henry G. Little. Ewald died three months later in 1953. The agency later diversified into government, healthcare, retail, technology and other industries. Campbell Ewald was acquired by the Interpublic Group of Companies in 1972. In January 2003, ''

Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...

'' named Campbell Ewald its Midwest Agency of the Year for the second consecutive year, citing their win of the

United States Postal Service The United States Postal Service (USPS), also known as the Post Office, U.S. Mail, or Postal Service, is an independent agency of the executive branch of the United States federal government responsible for providing postal service in the U ...

account, in addition to their continued work for clients such as the

U.S. Navy The United States Navy (USN) is the maritime service branch of the United States Armed Forces and one of the eight uniformed services of the United States. It is the largest and most powerful navy in the world, with the estimated tonnage o ...

and Chevy. In April 2010, GM moved Chevrolet's advertising business to rival agency Publicis Worldwide, ending a 91-year relationship with Campbell Ewald. Campbell Ewald kept GM's

OnStar OnStar Corporation is a subsidiary of General Motors that provides subscription-based communications, in-vehicle security, emergency services, turn-by-turn navigation, and remote diagnostics systems throughout the United States, Canada, China, Mex ...

and CRM business, along with its work with Chevrolet's dealers. In July 2013, Campbell Ewald announced that they would move their headquarters from Warren to Downtown Detroit to a building located adjacent to Ford Field, a move that was completed in January 2014. Southfield based architecture firm, Neumann/Smith Architecture provided design and architecture services for their new space. In October, Campbell Ewald merged with fellow IPG agency Lowe to form Lowe Campbell Ewald. In May 2015, the agency dropped Lowe from its name and was again just known as Campbell Ewald. In April 2016, Campbell Ewald President Kevin Wertz was named CEO, succeeding former CEO Jim Palmer.

Notable work

Over its history, the agency has produced some notable work with client Chevrolet including “Baseball, Hot Dogs, Apple Pie and Chevrolet” “Heartbeat of America” to “Like A Rock,” as well as the U.S. Navy campaign U.S. Navy Seals Footprints. The agency's Social Media group gained notoriety in 2006 with a user-generated content campaign for the

Chevrolet Tahoe The Chevrolet Tahoe, and its badge engineered GMC Yukon counterpart, are full-size SUVs from General Motors, offered since 1994 and 1991, respectively. Since 1982, Chevrolet and GMC sold two different-sized SUVs under their 'Blazer' and 'Jimmy ...

called the Chevy Apprentice, which allowed the public to create their own Tahoe ad in hopes of winning a new Tahoe SUV. Controversy arose when several environmentalist groups began creating anti-Chevrolet ads that garnered national media attention. Overall, the controversy only helped as the Tahoe had the most successful launch in Chevrolet history. In 2021, the company released a two-minute film directed by and starring

Spike Lee Shelton Jackson "Spike" Lee (born March 20, 1957) is an American film director, producer, screenwriter, and actor. His production company, 40 Acres and a Mule Filmworks, has produced more than 35 films since 1983. He made his directorial debut ...

, promoting digital currency machine operator Coin Cloud.

References

External links

Campbell Ewald websiteCampbell Ewald creative work and company info
{{Interpublic Advertising agencies of the United States Marketing companies established in 1911 Companies based in Macomb County, Michigan Warren, Michigan 1911 establishments in Michigan

History

Notable work

See also

References

External links