New Creative Director for Chevrolet Ad Account

Detroit May 19, 2004; The New York Times reported that one of the biggest, most important jobs in advertising - creating campaigns for the Chevrolet division of General Motors at Campbell-Ewald in Warren, Mich. - is changing hands. Bill Ludwig, the top creative executive on the account since 1981, is turning over the assignment to a longtime New York creative executive, Brent Bouchez.

Mr. Bouchez, 46, said yesterday that he would close Bouchez Kent & Company in New York, the agency he helped open nearly four years ago, to join Campbell-Ewald as executive creative director on the Chevrolet account, a new post. He will report to Mr. Ludwig, 49, who remains vice chairman and chief creative officer.

Chevrolet is the largest account of Campbell-Ewald just as General Motors is the largest account of the Campbell-Ewald parent, the Interpublic Group of Companies. In January, Campbell-Ewald began running a campaign that introduced the theme "An American revolution" for Chevrolet as part of ambitious plans by G.M. to bring out 10 new Chevy cars and trucks by next year. Chevrolet has worked with Campbell-Ewald since 1919 and named it agency of record in 1922.

Mr. Bouchez, who confirmed a report of his plans on Adweek.com, said he would join Campbell-Ewald on June 7. Bouchez Kent has struggled to land clients, he said, handling only a few project assignments.

Jeffrey Wilks, chief operating officer at Bouchez Kent, will handle projects as the agency winds down, Mr. Bouchez said, adding that Mr. Wilks had not settled on his plans.