Campbell Ewald’s Social Media group gained notoriety in 2006 with a 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. Overall, the controversy only helped as the Tahoe had the most successful launch in Chevrolet history.
History
The 109-year-old agency has a long-standing history in the Detroit metropolitan area and 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 subsequently lived a life of adventure until his death in Oregon, when he was crushed by a boulder at age 72. Henry Ewald was left to run the agency. 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 in 1972. Adweek named Campbell Ewald Midwest Agency of the Year for the second consecutive year in 2002, citing their win of the United States Postal Service account, in addition to their continued work for clients such as the U.S. Navy and Chevy. In April 2010, GM moved Chevrolet ad works to rival agency Publicis Worldwide, ending a 91-year relationship with Campbell Ewald. On July 2013, Campbell Ewald announced that they would move their headquarters from Warren to Downtown Detroit to a building located adjacent to Ford Field, a move that was completed in January 2014. Southfield based architecture firm, Neumann/Smith Architecture provided design and architecture services for their new space.
