DETROIT 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 this is 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-Chairman and the Agency's Creative Director And now that the Agency has taken a central location in Palms Francesco building, which 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.
The work doesn't end with advertising agencies. Ewanick has recruited three new leaders, including the new Chevrolet's top marketing, Chris Perry, came from Hyundai using "the right thing to do" step.AND GM marketing are reservations new sponsorships for GM brands, now you are wondering how companies can help you invest in Detroit, in return, like shooting a exposure in the area, said Ewanick.
(2 of 2)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 did not leave the area. "He 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 of Detroit, particularly through 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 to help the city to create better recreation areas, said Reuss. And executives have begun to talk about what you do with a square of asphalt once planned 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 launch a new company, but can be very exciting city's rebirth. And we're going to treat it that way.
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