Lowe Campbell Ewald
|Headquarters||Detroit, Michigan, USA|
|Number of locations||Detroit, Michigan, Los Angeles, New York, San Antonio|
|Parent||Interpublic Group of Companies|
Lowe Campbell Ewald’s Social Media group gained notoriety in 2006 with a pioneering 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. Over 400 negative ads were created, however, more than 20,000 positive ads were created making it one of the earliest and most successful examples of user-generated content. Overall, the controversy only helped as the Tahoe had the most successful launch in Chevrolet history.
The agency has a long-standing history in the Detroit area and recently celebrated its 103rd anniversary in the advertising industry. In 1911, Frank Campbell and Henry Ewald merged their individual Detroit companies to form Campbell Ewald, beginning with just six employees. Campbell, a veteran of the Spanish-American war left the business in 1917 to work in relief in war ravaged France and living a subsequent life of adventure until his death in Oregon, crushed by a boulder at age 72. Henry Ewald was left to run the agency and took it to great heights.
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. They later diversified into the government, healthcare, retail, technology and other fields. Campbell Ewald became a part of the Interpublic Group of Companies (IPG) in 1972.
In April 2010, GM moved Chevrolet ad works to rival agency Publicis Worldwide, ending a 91-year relationship with Campbell Ewald.
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