Marketing hotshot Joel Ewanick was determined in his work of weeks-old to Nissan when called General Motors Mark Reuss.
Ewanick had spoken with GM before but worried that wasn't ready to make big changes but Reuss preached change--and a passion for Detroit that resonated with Ewanick.
"Dude, you need to do this," said Reuss, President North American GM, according to Ewanick. "This is the right thing to do."
Ewanick was designed for the Mission of relaunch of Detroit, together with the sale of cars.Since may, when Ewanick joined GM as top U.S. marketing, he and Reuss have guided use GM of "the right thing to do" step to entice new employees and business partners.
The approach has netted two new tenants Center this month: Chevrolet ad agency Goodby, Silverstein and partners of San Francisco and Cadillac agency Fallon in Minneapolis.
Reuss, a native Detroiter, led the push for a return to corporate citizenship post-bankruptcy, said Ewanick. and the team is growing.
"Moved towards what said Mark. That makes me happy because it's something that I could support," Ewanick said. "Someone doesn't buy into this, maybe it is the wrong person. "
Ewanick, U.S. head of marketing GM, flew to San Francisco to Goodby, Silverstein & Partners this summer to pitch the idea of a Central Office in Detroit.
It worked.After that talked about, employees were volunteering to move to Detroit, said Jeff Goodby, Co-President and Creative Director of the Agency. And now that the Agency has taken a central location within building Francesco Palms that holds the teatro Fillmore, employees have tackled the Detroit School of Arts on the teaching of a class that could help students create their own public service announcements for television.
Commitment of Goodby to Detroit to obtain the account Chevrolet in May is one of the first of many hopes for Ewanick to align as part of its mission to change Detroit as he renews GM marketing.
Ewanick has followed the script that North American President Marco Reuss used this spring to recruit him from Nissan, weeks after he left a job three years Hyundai, to find the advertising agencies and leaders willing to set the Center. He is looking for companies wishing to invest in Detroit sponsorship landing from a GM brand.
"Every day driving in Detroit and driving home will remind you that this is something bigger than just another ad campaign," said Ewanick, 50, who lives in the northern suburbs. "Me get up and help in Detroit every day reminds me my purpose. "
Goodby is the second ad out-of-State Agency that Ewanick has recruited to downtown Detroit.Cadillac agency Fallon has opened an Office on the floor of the Tower 400 XV of Renaissance Center. Although generally advertising agencies open an Office in the region, when getting an account three Detroit, many remain in the outskirts.
The Free Press reported before plans Goodby to go 125 people 1 December in two floors of the building;Palmsl'Agenzia has signed up for a third floor Friday and could add another, said Goodby.
Once Goodby decided to open an Office in Detroit, Goodby volunteered to teach a class at DSA where employees of the Agency would help students create a public service announcement on a topic of their choice and then use the students ' Guide to recruiting TV stations to run the ad free.Is an idea that its advertising agency has already put into practice in his hometown of San Francisco.
The work doesn't end with advertising agencies. Ewanick has recruited three new leaders--including marketing top new Chevrolet, Chris Perry, came from Hyundai--using "the right thing to do" step. And when GM marketing are reservations new sponsorships for brands of GM, ask now how companies can help you invest in Detroit, in return, as shooting exposure in the area, said Ewanick.
Ewanick much passion behind corporate citizenship postfallimentari GM claims a 47-year-old Reuss, who says that he feels responsible to Detroit as a local and a lifer GM. somehow, Reuss is following in his father's footsteps, Lloyd Reuss.
When GM Reuss elder pension removed from his position as President of the company in 1992, "he does not get to Naples and all things Still lives in the House ... that I grew up," young Reuss told the House on the northern outskirts of the father.
And instead of hide in shame, Lloyd Reuss you threw in improving Detroit, especially through the focus: hope community development and career training programs.
Mark Reuss responded in kind, announcing last month a plan GM partners with five schools in Detroit, dividing them into four academies that I would teach students skills employable. that could involve GM employee lessons, as Goodby is trying to do, but also entails funding and planning guidance, said Reuss.
GM is also preparing help the city to create the best recreational areas around Detroit, Reuss said, without giving further details. And, more recently, executives have begun to talk about what to do with a counterflow asphalt square from RenCen, once programmed for the apartments.
"I'd love to one day live in the city of Detroit and have everything everyone expects in a big city," said Reuss, who lives in the northern suburbs. "We have a rare opportunity to start a new company ... but can be very exciting city's rebirth. And we're going to treat it that way.
Contact Chrissie Thompson: 313-222-8784 or cthompson@freepress.com
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