Campbell Ewald

Campbell Ewald is an American advertising and marketing communications agency headquartered in Detroit, Michigan, with additional offices in Los Angeles and New York. Founded in 1911 through the merger of advertising businesses operated by Frank Campbell and Henry Ewald, the agency began with six employees and initially served industrial and automotive-related clients. Its first client was Hyatt Roller Bearing Company, whose leader Alfred P. Sloan later became president of General Motors. The agency's defining relationship was with Chevrolet and General Motors. Chevrolet became Campbell Ewald's first major client in 1919, and by 1922 the agency had won General Motors' advertising business. The relationship continued for more than nine decades and helped establish Campbell Ewald as one of the best-known automotive agencies in the United States. Its work for Chevrolet included major brand platforms and advertising phrases such as "Baseball, Hot Dogs, Apple Pie and Chevrolet," "Heartbeat of America," and "Like a Rock." In 1928, Henry Ewald acquired a Chevrolet dealership in Detroit, an effort intended to give the agency a more direct understanding of automotive retail and customer behavior. Campbell Ewald later expanded beyond automotive advertising into government, healthcare, retail, technology, and other sectors. Its government work included campaigns for the U.S. Navy and the United States Postal Service. A 2005 U.S. Navy campaign became connected to a case heard by the Supreme Court of the United States, Campbell-Ewald Co. v. Gomez, involving the agency's role as a government contractor and alleged unsolicited text messages. The agency also developed digital and social-media work, including the 2006 Chevrolet Tahoe "Chevy Apprentice" user-generated advertising initiative. The campaign invited members of the public to assemble Tahoe advertisements, but environmental groups used the platform to create anti-SUV messages that received national attention. Despite the controversy, the campaign was associated with a highly successful Tahoe launch. Interpublic Group acquired Campbell Ewald in 1972. The agency remained part of IPG while undergoing several organizational and naming changes. In 2013, it announced a move from Warren, Michigan, to a new downtown Detroit headquarters near Ford Field; the relocation was completed in January 2014. Later in 2014, Campbell Ewald merged with fellow IPG agency Lowe to form Lowe Campbell Ewald. The Lowe name was removed in 2015, restoring the Campbell Ewald name. The agency's leadership changed again in 2016, when Kevin Wertz became chief executive officer after Jim Palmer's departure. In November 2022, Chief Strategy Officer Kari Shimmel was named CEO, becoming the first woman to hold the position in Campbell Ewald's history. Contemporary Campbell Ewald presents itself as an integrated marketing communications agency, combining brand strategy, creative advertising, digital and social work, customer relationship marketing, public relations, and related services. Its historical automotive specialization remains central to its identity, but its client and capability base is broader than automotive advertising alone.

Campbell Ewald was created in 1911 when Detroit advertising practitioners Frank Campbell and Henry Ewald combined their separate businesses. The new agency began with six employees. Its first account was Hyatt Roller Bearing Company, led by Alfred P. Sloan, who later became president of General Motors. This early industrial connection helped place the agency within Detroit's expanding manufacturing and automotive economy. Campbell Ewald's decisive account win came in 1919, when Chevrolet became its first major client. By 1922, the agency had secured General Motors' advertising business. Frank Campbell left the company in 1917 and sold his stock before volunteering for service in France during World War I. Henry Ewald subsequently became president and chairman. To deepen the agency's understanding of automobile retailing, Ewald bought a Chevrolet dealership at Mack and Gratiot in Detroit in 1928. In 1952, Ewald gave the presidency to Henry G. Little while retaining his position as chairman. Ewald died three months later in 1953. The company continued to develop its automotive practice while gradually adding clients and expertise in government, healthcare, retail, technology, and other fields. Interpublic Group of Companies acquired Campbell Ewald in 1972, making the agency part of a larger international advertising holding company while preserving its distinct identity. During the early 2000s, Campbell Ewald received industry recognition for its work on the United States Postal Service account and its continuing Chevrolet and U.S. Navy relationships. A 2005 Navy campaign later figured in Campbell-Ewald Co. v. Gomez, a United States Supreme Court case concerning alleged unsolicited text messages sent in connection with a government contract. The agency also became known for experimenting with participatory digital advertising. In 2006, its Chevy Apprentice initiative allowed users to build their own Chevrolet Tahoe advertisements. Environmental activists used the open format to make anti-SUV advertisements, creating controversy and considerable publicity. The campaign nevertheless coincided with what was described as the most successful launch in Chevrolet's history. Campbell Ewald's long Chevrolet relationship ended in 2010 when General Motors assigned Chevrolet advertising to Publicis Worldwide. The agency retained GM work for OnStar and customer relationship marketing, together with Chevrolet dealer assignments. In 2013, Campbell Ewald announced that it would leave Warren, Michigan, for a new downtown Detroit headquarters near Ford Field. The move was completed in January 2014. Later that year, it combined with IPG sister agency Lowe to create Lowe Campbell Ewald. The Lowe name was dropped in 2015. Leadership changed in 2016 when Kevin Wertz became CEO following Jim Palmer's departure. In 2022, Kari Shimmel succeeded Wertz. Her appointment made her the first female CEO in the agency's history. Campbell Ewald continues to operate as an IPG agency offering integrated advertising and marketing communications, with capabilities spanning brand strategy, creative work, digital and social media, customer relationship marketing, public relations, and sector-specific communications.

• 2022

  Kari Shimmel appointed CEO

  [1]Campbell Ewalden.wikipedia.org

  Kari Shimmel becomes CEO and is identified as the first woman to lead the agency.

• 2015

  Campbell Ewald name restored

  [1]Campbell Ewalden.wikipedia.org

  The agency drops Lowe from its name and again operates as Campbell Ewald.

• 2014

  Lowe Campbell Ewald is formed

  [1]Campbell Ewalden.wikipedia.org

  Campbell Ewald merges with Lowe, another IPG agency, to form Lowe Campbell Ewald.

• 2010

  Chevrolet account moves to Publicis

  [1]Campbell Ewalden.wikipedia.org

  General Motors moves Chevrolet advertising to Publicis Worldwide, while Campbell Ewald retains selected GM and Chevrolet dealer work.

• 1972

  Acquisition by Interpublic Group

  [1]Campbell Ewalden.wikipedia.org

  Interpublic Group of Companies acquires Campbell Ewald.

• 1922

  General Motors advertising account secured

  [1]Campbell Ewalden.wikipedia.org

  Campbell Ewald is awarded all of General Motors' advertising business.

• 1919

  Chevrolet becomes a major client

  [1]Campbell Ewalden.wikipedia.org

  Chevrolet becomes Campbell Ewald's first major client, beginning a relationship that ultimately lasts more than 90 years.

• 1911

  Campbell Ewald is founded

  [1]Campbell Ewalden.wikipedia.org

  Frank Campbell and Henry Ewald merge their Detroit advertising businesses to establish Campbell Ewald with six employees.

An integrated marketing communications agency combining creative advertising, strategy, digital engagement, social media, customer relationship marketing, and public relations, with longstanding automotive expertise and experience in government and other regulated or large-scale sectors.

• Advertising

  Integrated advertising campaigns

  Campbell Ewald develops coordinated campaigns across traditional advertising, digital media, social platforms, and other communications channels. Its historic Chevrolet work demonstrates the agency's emphasis on large-scale brand platforms that connect corporate, product, and dealer communications.

• Industry marketing · 1919

  Automotive marketing

  Automotive advertising has been central to Campbell Ewald since Chevrolet became a major client in 1919. The agency's automotive services have included brand advertising, product promotion, dealer communications, customer relationship marketing, and work associated with General Motors brands and services.

• Digital marketing · 2006

  Digital and social-media marketing

  The agency provides digital and social-media strategy and creative execution. Its Chevy Apprentice initiative is an early example of its use of user-generated content, allowing consumers to create advertisements and demonstrating both the reach and risks of open-participation campaigns.

• Public-sector marketing

  Government communications

  Campbell Ewald has worked with government-related clients including the U.S. Navy and the United States Postal Service. This practice has included public information, recruitment, and broader communications assignments, and has involved the agency's role as a government contractor.

• Customer marketing

  Customer relationship marketing

  Customer relationship marketing is part of Campbell Ewald's integrated communications offering. After Chevrolet advertising moved to Publicis in 2010, Campbell Ewald retained customer relationship marketing and related work for General Motors, illustrating the agency's capabilities beyond mass-media brand advertising.

• 2021Coin Cloud Spike Lee film

  United States

  Campbell Ewald produced a two-minute promotional film for digital-currency-machine operator Coin Cloud. The film was directed by and starred Spike Lee.

  Source
• 2006Chevy Apprentice

  United States

  A user-generated Chevrolet Tahoe advertising initiative that let members of the public assemble their own commercials. Environmental organizations used the format to distribute anti-Tahoe messages, creating controversy and national publicity. The campaign was nevertheless associated with a highly successful Tahoe launch.

  Outcome. The controversy increased the campaign's visibility, while the Tahoe launch was described as Chevrolet's most successful at the time.

  Source
• Baseball, Hot Dogs, Apple Pie and Chevrolet

  United States

  A well-known Chevrolet advertising platform associated with Campbell Ewald's long-running General Motors relationship. It linked the Chevrolet name with familiar American cultural symbols and reinforced the brand's mass-market identity.

  Source
• Heartbeat of America

  United States

  A notable Chevrolet brand campaign produced during Campbell Ewald's long tenure on the account, positioning Chevrolet through an explicitly national and emotional advertising theme.

  Source
• Like a Rock

  United States

  A Chevrolet campaign associated with Campbell Ewald that emphasized durability and dependability through the recurring "Like a Rock" brand idea.

  Source
• U.S. Navy Seals Footprints

  United States

  A U.S. Navy campaign associated with Campbell Ewald's government and recruitment communications work. A related Navy campaign became relevant to the later Campbell-Ewald Co. v. Gomez litigation.

  Source

• 2014

  Merge with LoweM&A

  Background

  Both Campbell Ewald and Lowe were agencies within Interpublic Group.

  Action taken

  The agencies merged to form Lowe Campbell Ewald.

  Aftermath

  The combined name was short-lived; the agency dropped Lowe from its name in 2015.

  Source

• 2010

  Retain selected General Motors assignments after Chevrolet lossStrategy

  Background

  General Motors moved Chevrolet's advertising business to Publicis Worldwide after more than 90 years with Campbell Ewald.

  Action taken

  Campbell Ewald continued work for GM's OnStar and customer relationship marketing operations, as well as Chevrolet dealers.

  Aftermath

  The agency lost the central mass-market Chevrolet advertising account but preserved selected GM-related business.

  • Publicis Worldwide — Publicis Worldwide received Chevrolet's advertising business from General Motors.

  Source

• 1972

  Join Interpublic GroupM&A

  Background

  Campbell Ewald had developed into a substantial advertising agency with major automotive and other-sector clients.

  Action taken

  Interpublic Group of Companies acquired Campbell Ewald, bringing it into the IPG agency network.

  Aftermath

  The agency continued operating under its own name within the larger advertising holding company.

  Source

1. 1Campbell Ewalden.wikipedia.org
2. 2Campbell Ewald official websitecampbellewald.com