General Motors parts company with CMO Joel Ewanick

Joel Ewanick
Joel Ewanick

General Motors' chief marketing officer Joel Ewanick has resigned from the company with immediate effect after less than two years.

He has left the company and is reported to have been replaced on an interim basis by Alan Batey, head of US sales and service, while the company searches for a replacement.

The reasons for his departure are not clear, but several reports quote a GM spokesman as saying Ewanick "failed to meet the expectations that a company has of an employee".

One report, from Reuters, quotes an anonymous source as claiming that Ewanick failed to report the financials of a five-year sponsorship deal between its Chevrolet brand and Manchester United, announced in May this year. Reuters claims Ewanick declined to comment on the matter.

Ewanick joined the US car-maker less than two years ago, rising to CMO in December 2010.

He was tasked with leading an overhaul of its marketing strategy and has made a series of controversial marketing moves, including severing its advertising ties with Facebook.

GM chose to sponsor the football club as part of its strategy to build the Chevrolet brand in Europe. In a recent interview with Marketing, Ewanick said the brand owner was to build a carpark next to the Old Trafford ground to ‘thank’ the fans ‘for letting us be a part of it’.

In a surprise move last week, GM signed a four-year deal for its Chevrolet brand to become the automotive partner Manchester United’s rival club Liverpool.

Ewanick attracted controversy when GM pulled its $10m paid advertising spend from Facebook, in the week leading up to the social networking company’s initial public offering, over scepticism about the digital ads’ ROI.

The two companies are said to be in talks again about rekindling their advertising relationship.

Meanwhile GM has also said that it would not be advertising during next year’s Super Bowl.

General Motors’ main brand in the UK is Chevrolet, which rolled out an ad campaign this weekend as part of its Olympics sponsorship. While the company also owns Vauxhall, its marketing is run out of Germany, where the car marque is called Opel.

Ewanick was also responsible for appointing Carat to its $3bn global media planning account at the start of this year.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message