• Crain's Detroit Business, Tuesday, August 16, 2011 10:15 AM

General Motors Co.'s global marketing chief, Joel Ewanick, says he wants more consistency from Goodby, Silverstein & Partners, the San Francisco agency he tapped last year to oversee creative for Chevrolet.

"The problem is, [the Chevy Runs Deep campaign] hasn't been consistent," Ewanick said last week in an interview with Automotive News, a sister publication of Crain's Detroit Business. "We need to find our stride where it's always at that level."

Asked to grade Goodby nearly one year into the campaign, Ewanick said: "I think they're a great agency. I'm really happy with them in general." But, he said, "To get an A, you have to be consistent. That's more of C and B work when you can't find the consistency."

He said he was particularly proud of one spot dubbed "Spaceship Earth," which used shots of windmills and lush forest landscapes to announce Chevrolet's investments in renewable energy that eventually will reduce carbon emissions equivalent to "planting a forest the size of Yellowstone."

Read the whole story at Crain's Detroit Business »