Campbell-Ewald is one of the top 25 American advertising agencies, with almost $2 billion in annual billings. The company currently has over 30 clients. Campbell-Ewald has offices in Los Angeles, Washington D.C., and San Antonio and has its headquarters in Warren, Michigan, just north of Detroit. The agency currently has over 1,100 employees.
They are widely known for their work for Kaiser Permanente ("Thrive"), The U.S. Navy ("Accelerate Your Life"), Alltel Wireless ("Come and Get Your Love"), and Chevrolet ("The Heartbeat of America", "Like a Rock", "An American Revolution"). They are part of the Interpublic Group of Companies.
Controversy
Campbell-Ewald’s Social Media group gained notoriety in 2006 with a controversial 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. [1]
History
The agency has a long-standing history in the Detroit area and is approaching its 100th 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. 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 has continued its partnership with GM for more than 90 years, while diversifying their client base into the government, health care, retail, technology, and many other fields. Campbell-Ewald became a part of the Interpublic Group of Companies (IPG) in 1972 to further its influence and recognition in the industry.
Capabilities
Creative
Campbell-Ewald has an award-winning creative staff that uses an integrated model; most creatives are equally proficient in both traditional and emerging medias.
Custom Publishing
Campbell-Ewald’s Custom Publishing content pieces include newsstand magazines, print and digital newsletters, branded content and other related digital content.
Direct Marketing
Direct marketing is one of the largest disciplines within Campbell-Ewald. The Direct Marketing group at Campbell-Ewald is responsible for a number of outputs, including strategy consulting, design and artwork development, direct response advertising, direct mail production coordination, database design and development, media and list planning, email and interactive media marketing, loyalty and incentive programs, and qualitative and quantitative research.
Environmental Marketing
Environmental marketing, also known as Green Marketing, is a practice at Campbell-Ewald that involves sustainable marketing products and practices deemed safe for the environment. The practice was founded in 2007 by Campbell-Ewald President, Mark Bellissimo.
Experiential Marketing
Since 1998, Campbell-Ewald has designed, built and deployed 65 experiential marketing tours and more than 2,500 event initiatives including grand openings, product introductions and brand campaign launches.
Government
Campbell-Ewald is agency of record for several United States government entities including the United States Navy and the United States Postal Service. The agency develops numerous educational programs, social media engagement programs, recruitment programs, advertising campaigns and influencer outreach efforts. Campbell-Ewald is an approved agency on the GSA schedule.
Digital
Campbell-Ewald began investing heavily in acquiring digital talent in 1994. The digital practice is centered on user experience design. The group includes Web and microsite development, J2EE certified engineering, interface design, analytics, database design, information architecture, usability, platform architecture, content strategy, social media, digital anthropology, online media, online advertising, search engine optimization, advergaming, widget and application design and security. As of 2009, 0ver 80% of Campbell-Ewald’s clients were utilizing their digital services.
Social Media
Campbell-Ewald founded its social media group in 2006. The group began originally as a social media monitoring service for the agency, having developed proprietary spidering tools and geo targeting software. They have since expanded to include strategic development and planning, community management, brand auditing, reputation management, influencer outreach programs, multicultural auditing, content seeding as well as pioneering in predictive analytics using agent-based modeling. Campbell-Ewald’s social media practice has been highly successful, expanding 150% in staff and billing every year since it was founded.
Clients
Alltel | American Heart Association | Aramark | AT&T | BAE Systems | Bombardier | Buffalo Wild Wings | California Association of REALTORS | Carhartt | Carrier | Chevrolet | Environmental Protection Agency | Federal Citizen Information Center | GM | Ghirardelli | GMAC | Hagerty Insurance | HAVEN | HON | Intuit | Kaiser Permanente | Lear | Lowe's | Medtronic | National Fatherhood Initiative | NEC Corporation | OnStar | PPG/Olympic Paints and Stains | Red Wing Shoes | USAA | U.S. Environmental Protection Agency | U.S. Mint | United States Navy | United States Postal Service | United States Postal Inspection Service | University of Michigan Health System | Ross School of Business | Wyndham Worldwide
References
- ^ Commercial Break, from Wired News, December 2006
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