General Motors’ Chevrolet division has shifted creative ad duties for its Silverado truck brand back to Interpublic Group’s Commonwealth//McCann. The agency has recaptured those chores from another GM roster shop, Leo Burnett, which had handled ads for Silverado since 2013.
U.S. ad spending on the Silverado brand was nearly $310 million last year, down a bit from the $323 million that was spent in 2013, according to Kantar.
Burnett will continue to handle other pieces of GM business.
Chevrolet issued this statement about the switch: “In an effort to streamline business and ensure consistency, Chevrolet has decided to move the work for Silverado from Leo Burnett back to Commonwealth//McCann, the brand’s agency of record.
"The work was given to Leo Burnett to balance the unprecedented number of launches the brand had in 2013 during a time that Commonwealth//McCann was expanding globally to support Chevrolet. We’ve been very pleased with the work from Leo Burnett and wish them well as they continue their focus on GMC and Buick.”
Commonwealth//McCann declined to comment on the development.
Leo Burnett, part of Publicis Groupe, couldn’t be reached for comment.