GM Fires Marketing Chief – Car Pro News

General Motors has dismissed global marketing chief Joel Ewanick two years after hiring him.
“He failed to meet the expectations the company has of an employee,” spokesman Greg Martin said Sunday, without elaborating.
In a short statement, GM said Alan Batey, GM’s vice president of U.S. sales and service, has been appointed interim global chief marketing officer. In May, Batey was promoted from vice president of Chevrolet sales and service to his current role.
A source with knowledge of the situation said that talks had been ongoing for days about the handling of Ewanick’s departure.
GM hired Ewanick, 52, as U.S. marketing chief in May of 2010. By the end of that year, he was put in charge of global marketing, then a new position.
Ewanick joined GM from Nissan, where he worked briefly. He had previously been part of a team of Hyundai Motor America executives credited with boosting sales and polishing the Korean automaker’s U.S. image.
Ewanick did not reply to an e-mail seeking comment.
Ewanick recently led a massive consolidation of the external marketing and advertising agencies that work with GM. Last spring, he moved the account for Chevrolet’s creative work from dozens of agencies globally to just one firm, Commonwealth of Detroit.
He also put all of GM’s media buying duties under London-based Aegis’ Carat unit, ending its work with dozens of smaller agencies. Combined, those moves are expected to save GM $2 billion over five years, the company has said.


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