Campbell Ewald

Last updated
Campbell Ewald
Company type Subsidiary
Industry Marketing Communications
FoundedJune 11, 1911
FoundersFrank Campbell and Henry Ewald
Headquarters Ford Field,
Detroit, Michigan, U.S.
,
U.S.
Number of locations
 Detroit, Los Angeles, New York City
Area served
Worldwide
Key people
Kari Shimmel, CEO [1]
Number of employees
500 (2014) [2]
Parent Interpublic Group of Companies
Website www.c-e.com

Campbell Ewald is an advertising and marketing communications agency headquartered in Detroit, Michigan, with offices in Los Angeles and New York. Campbell Ewald is part of advertising company Interpublic Group of Companies (IPG). [3]

Contents

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, led by Alfred P. Sloan (later president of General Motors). [4] Campbell resigned in 1917 and sold his stock in order to volunteer in France in World War I. [4] Henry Ewald became president and chairman of the Board of Campbell Ewald. [5] [6]

Chevrolet 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. [7]

In 1952, Chairman Ewald granted the title of President to Henry G. Little. [5] Ewald died three months later in 1953. [8]

The agency later diversified into government, healthcare, retail, technology and other industries. Campbell Ewald was acquired by the Interpublic Group of Companies in 1972. [9]

In January 2003, Adweek named Campbell Ewald its Midwest Agency of the Year for the second consecutive year, citing their win of the United States Postal Service account, in addition to their continued work for clients such as (former client) the U.S. Navy and Chevy. [10] In 2005 a campaign conceived for the U.S. Navy was at the center of a Supreme Court case. [11]

In April 2010, GM moved Chevrolet's advertising business to rival agency Publicis Worldwide, ending a 91-year relationship with Campbell Ewald. [12] Campbell Ewald kept GM's OnStar and CRM business, along with its work with Chevrolet's dealers. [12]

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. [13] [14] Southfield based architecture firm, Neumann/Smith Architecture provided design and architecture services for their new space. [15] In October, Campbell Ewald merged with fellow IPG agency Lowe to form Lowe Campbell Ewald. [3]

In May 2015, the agency dropped Lowe from its name and was again just known as Campbell Ewald. [16]

In April 2016, Campbell Ewald President Kevin Wertz was named CEO, following the abrupt departure of CEO Jim Palmer. [17] [1]

In November 2022, Campbell Ewald Chief Strategy Officer, Kari Shimmel was named CEO, the first female CEO in C-E's 112-year history, succeeding former CEO Kevin Wertz. [18]

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. [19] [20] [21] [22]

The agency's Social Media group gained notoriety in 2006 with a user-generated content campaign for the Chevrolet Tahoe 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. [23]

In 2021, the company released a two-minute film directed by and starring Spike Lee, promoting digital currency machine operator Coin Cloud. [24]

See also

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References

  1. 1 2 "Campbell Ewald Promotes Kari Shimmel to CEO, Shimmel is the first woman to be CEO in the agency's 112-year history". AdAge. November 29, 2022. Retrieved December 21, 2023.
  2. ↑ "Campbell Ewald wins $150 million California health care exchange". Crain's Detroit. June 18, 2015. Retrieved February 7, 2022.
  3. 1 2 "Lowe Name Returns to New York". AdWeek. October 21, 2013. Retrieved February 7, 2022.
  4. 1 2 "Frank J. Campbell - Inducted 1996. Automotive Hall of Fame". Automotive Hall of Fame. Retrieved February 8, 2022.
  5. 1 2 "Henry T. Ewald". Automotive Hall of Fame. Retrieved February 7, 2022.
  6. ↑ Creamer, Matt (April 4, 2013). "Who Was Mather? Meet the Lesser-Known Men Behind Famous Agency Names". adage.com. Retrieved August 13, 2016.
  7. ↑ "From 'See the USA in your Chevrolet' to 'Like a Rock,' Chevy Ads Run Deep". AdAge. October 31, 2011. Retrieved February 8, 2022.
  8. ↑ "Henry T. Ewald Papers". Michigan State University. Retrieved February 7, 2022.
  9. ↑ "Advertising". The NY Times. June 1, 1972. Retrieved February 8, 2022.
  10. ↑ Irwin, Tanya (January 20, 2003). "Midwest Agency of the Year 2002: Campbell-Ewald". adweek.com. Retrieved August 13, 2016.
  11. ↑ "Campbell-Ewald Company v. Gomez". Constitutional Accountability Center. Retrieved 2023-09-29.
  12. 1 2 "GM Shifts Chevy Biz to Publicis". AdWeek. April 23, 2010. Retrieved February 7, 2022.
  13. ↑ "GM buys former Lowe Campbell Ewald headquarters". Detroit News. September 11, 2014. Retrieved February 7, 2022.
  14. ↑ Craig, Kimberly (March 6, 2013). "Campbell Ewald moving to Detroit". WXYZ-TV Detroit | Channel 7. Retrieved August 13, 2016– via YouTube.
  15. ↑ "Campbell Ewald Headquarters". Architect Magazine. September 10, 2015. Retrieved February 8, 2022.
  16. ↑ Shea, Bill (May 8, 2015). "Detroit ad agency Campbell Ewald drops 'Lowe' from name". crainsdetroit.com. Retrieved August 13, 2016.(subscription required)
  17. ↑ Witsil, Frank. "Campbell Ewald CEO fired after racist e-mail reported". Detroit Free Press. Retrieved 2023-09-29.
  18. ↑ Stam, Aleda (2022-11-29). "Campbell Ewald promotes Kari Shimmel to CEO". Ad Age. Retrieved 2023-07-31.
  19. ↑ "Baseball, Hot Dogs and Chevy, Redux". The NY Times. July 9, 2020. Retrieved February 8, 2022.
  20. ↑ "ADVERTISING; 'Heartbeat' Works for Chevrolet". The NY Times. April 16, 1987. Retrieved February 8, 2022.
  21. ↑ "How Bob Seger's 'Like a Rock' Defined a Generation of American Sports". Rolling Stone. September 6, 2016. Retrieved February 8, 2022.
  22. ↑ "The Story of 'Footprints,' the Brilliantly Stealthy Navy Seals Ad Nobody Saw Coming". Adweek. May 2, 2017. Retrieved February 8, 2022.
  23. ↑ Rose, Frank (December 1, 2006). "Commercial Break". Wired. Retrieved August 13, 2016.
  24. ↑ "Spike Lee Declares 'Old Money Out' in a Star-Studded Short Film for Coin Cloud". AdWeek. July 14, 2021. Retrieved February 8, 2022.
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