Research Paper Essay Example | Topics and Well Written Essays - 3750 words

Research Paper - Essay Example Moreover, in case that an agreement is developed between a firm and an advertising agency, this agreement needs to be aligned with the firm’s culture and aims. Otherwise, the chances for the survival of this agreement would be limited. In the case of General Motors, another aspect of the relationship between the firm and its advertising agency has been given: the above relationship reflects specific interests; if these interests are changed, then the cooperation between the above parties may be ended. In this context, General Motors had to terminate its cooperation with the advertising agency Publicis Groupe SA., almost a month after the above agency replaced Campbell-Ewald (an agency which had the responsibility for the advertising campaigns of Chevrolet since 1919). Indeed, in May 2010, General Motors switched to Goodby, Silverstein & Partners (part of the Omnicom Group) from Publicis Groupe S.A. – a cooperation that lasted – as noted above – for, just, about a month. The decision of GM to switch to Publicis Groupe SA will not particularly analyzed – since it was for an agreement that last for about a month. Rather the reasons for the termination of the firm’s cooperation with Campbell-Ewald – a cooperation, which started in 1919 – and for the development of an agreement with Omnicom Group need to be further analyzed. In accordance with Krisher (2010) the managers of GM did not give particular explanations for their decision to terminate their cooperation with Campbell-Ewald; on the other hand, the managers in GM had noted that there were problems in the performance of Campbell-Ewald – especially regarding ‘advertising and marketing’ (Krisher 2010). In the past, the above agency had significantly supported the expansion of Chevrolet across USA through the well-known ads of ‘See the USA in your Chevrolet’ (Krisher 2010), an ad of 1950s and ‘Like a Rock’ (Krish er 2010) in 1990s. It is suggested that GM should reconsider its decision to change its agency, taking into consideration the success achieved for the firm in the past through the ads of Campbell-Ewald. On the other hand, in May 2010, GM changed its marketing director; the new marketing director of the firm, J. Ewanick, had previously worked in Hyundai; there he managed to achieve a significant increase of the firm’s sales through the Goodby, Silverstein & Partners (Woodall 2010); the first target of J. Ewanick as the marketing director of GM has been the change of the firm’s traditional marketing strategy – which has been characterized as too conservative (Woodall 2010); the switch in the firm’s agency – from Publicis Groupe S.A to Goodby, Silverstein & Partners – should be regarded as part of this effort (Elliott 2010). b. Find examples of advertising and other promotional programs that were developed by the old agency and examples of ads developed by the new agency. Do you think the advertising campaign and messages being developed by the new agency are better and/or more appropriate for the company than those of the old agency? Why or why not? The effectiveness of the two agencies, Goodby, Silverstein & Partners (current agency of GM, from May 2010 onwards) and Campbell-Ewald (agency of GM from 1919 up to April 2010) would be examined by referring to examples of their advertising practices. The examination of the advertising pract