Campbell-Ewald
Encyclopedia
Campbell Ewald is one of the largest marketing communications
agencies in the United States
, offering innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.
The company is headquartered in Warren, Michigan
, (just north of Detroit) with offices in Los Angeles
, Washington D.C., San Antonio and Miami, and currently has over 30 clients.
They are the agency behind campaigns for Kaiser Permanente ("Thrive"), U.S. Navy ("Accelerate Your Life," “Global Force For Good”), OnStar (“LiveOn”), Alltel Wireless ("Come and Get Your Love"), United States Postal Service (“Simpler Way to Ship”), USAA (“We Know What it Means to Serve”), MotorCity Casino Hotel (“A Million Miles Away, Right Down the Street”), National Responsible Fatherhood Clearinghouse (“Take Time to be a Dad Today”) and Chevrolet
("Heartbeat of America," "Like a Rock," "An American Revolution
"). They are part of the Interpublic Group of Companies
.
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.
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.
In April 2010, GM moved Chevrolet ad works to rival agency Publicis Worldwide
, ending a 91-year relationship with Campbell Ewald.
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 Managing Director, 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, Java EE 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.
| Alltel
| AT&T
| Bombardier Aerospace|Bombardier | Brass Craft | Carrier
| Center for Disease Control - Immunization | Center for Disease Control - National Prevention Media Initiative | Environmental Protection Agency | Federal Citizen Information Center
| GM
| Ghirardelli | HAVEN | Kaiser Permanente
| McKesson
| MotorCity Casino Hotel | National Fatherhood Initiative
| National Flight Academy | NEC Corporation | NY State Dept. of Health | OnStar
| The Partnership for a Drug-Free America | PPG/Olympic Paint and Stain | USAA
| United States Department of Education
| U.S. Mint | United States Naval Academy
| United States Navy
| United States Navy Reserve
| United States Postal Service
| United States Postal Inspection Service
| University of Michigan Health System
| Wyndham Worldwide
Marketing communications
Marketing Communications are messages and related media used to communicate with a market...
agencies in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, offering innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.
The company is headquartered in Warren, Michigan
Warren, Michigan
Warren is a city in Macomb County in the U.S. state of Michigan. The 2010 census places the city's population at 134,056, making Warren the largest city in Macomb County, the third largest city in Michigan, and Metro Detroit's largest suburb....
, (just north of Detroit) with offices in Los Angeles
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
, Washington D.C., San Antonio and Miami, and currently has over 30 clients.
They are the agency behind campaigns for Kaiser Permanente ("Thrive"), U.S. Navy ("Accelerate Your Life," “Global Force For Good”), OnStar (“LiveOn”), Alltel Wireless ("Come and Get Your Love"), United States Postal Service (“Simpler Way to Ship”), USAA (“We Know What it Means to Serve”), MotorCity Casino Hotel (“A Million Miles Away, Right Down the Street”), National Responsible Fatherhood Clearinghouse (“Take Time to be a Dad Today”) and Chevrolet
Chevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
("Heartbeat of America," "Like a Rock," "An American Revolution
An American Revolution
An American Revolution is a former advertising campaign used by American car manufacturer Chevrolet. First introduced on New Year's Eve 2003 in the USA to promote its "ten new cars and trucks in twenty months", released since January 2004, but the lineup of advertised cars was later expanded...
"). They are part of the Interpublic Group of Companies
Interpublic Group of Companies
The Interpublic Group of Companies, Inc. is one of the "big four" global advertising holding companies . Headquartered in New York City, it has 41,000 employees and reported full−year revenues of US$6.5 billion for 2010...
.
Controversy
Campbell Ewald’s Social Media group gained notoriety in 2006 with a controversial campaign for the Chevrolet TahoeChevrolet Tahoe
The Chevrolet Tahoe are full-size SUVs from General Motors. Chevrolet and GMC sold two different-sized SUVs under their Blazer/Jimmy model names through the early 1990s. This situation changed when GMC rebadged the full-size Jimmy as the Yukon in 1992...
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
Environmentalist
An environmentalist broadly supports the goals of the environmental movement, "a political and ethical movement that seeks to improve and protect the quality of the natural environment through changes to environmentally harmful human activities"...
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
User-generated content
User generated content covers a range of media content available in a range of modern communications technologies. It entered mainstream usage during 2005 having arisen in web publishing and new media content production circles...
. Overall, the controversy only helped as the Tahoe had the most successful launch in Chevrolet history.
History
The agency has a long-standing history in the Detroit area and recently celebrated 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. ChevroletChevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
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
Interpublic Group of Companies
The Interpublic Group of Companies, Inc. is one of the "big four" global advertising holding companies . Headquartered in New York City, it has 41,000 employees and reported full−year revenues of US$6.5 billion for 2010...
(IPG) in 1972 to further its influence and recognition in the industry.
In April 2010, GM moved Chevrolet ad works to rival agency Publicis Worldwide
Publicis
Publicis Groupe is a French multinational advertising and communications company, headquartered in Paris, France. It is one of the world's three largest advertising holding companies . Its current president is Maurice Lévy. Publicis Groupe S.A...
, ending a 91-year relationship with Campbell Ewald.
Capabilities
CreativeCampbell Ewald has an award-winning creative staff that uses an integrated model
Business model
A business model describes the rationale of how an organization creates, delivers, and captures value...
; 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
Digital
A digital system is a data technology that uses discrete values. By contrast, non-digital systems use a continuous range of values to represent information...
newsletters, branded content and other related digital content.
Direct Marketing
Direct marketing
Direct marketing
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional...
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
Database design
Database design is the process of producing a detailed data model of a database. This logical data model contains all the needed logical and physical design choices and physical storage parameters needed to generate a design in a Data Definition Language, which can then be used to create a database...
and development, media and list planning, email and interactive media marketing, loyalty and incentive programs, and qualitative
Qualitative research
Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such...
and quantitative research
Quantitative research
In the social sciences, quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to...
.
Environmental Marketing
Environmental marketing, also known as Green Marketing
Green marketing
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as...
, 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 Managing Director, 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
United States Navy
The United States Navy is the naval warfare service branch of the United States Armed Forces and one of the seven uniformed services of the United States. The U.S. Navy is the largest in the world; its battle fleet tonnage is greater than that of the next 13 largest navies combined. The U.S...
and the United States Postal Service
United States Postal Service
The United States Postal Service is an independent agency of the United States government responsible for providing postal service in the United States...
. The agency develops numerous educational programs, social media
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
engagement programs, recruitment programs, advertising campaigns and influencer outreach efforts. Campbell Ewald is an approved agency on the GSA
GSA
-Commerce:* Citroën GS / GSA, a French automobile car* Global mobile Suppliers Association, an industry association for 3G mobile technology* General Sales Agent, an airline sales representative* Google Search Appliance, a device for document indexing...
schedule.
Digital
Campbell Ewald began investing heavily in acquiring digital talent in 1994. The digital practice is centered on user experience design
User experience design
User experience design is a subset of the field of experience design that pertains to the creation of the architecture and interaction models that affect user experience of a device or system...
. The group includes Web and microsite
Microsite
A microsite is an Internet web design term referring to an individual web page or a small cluster of pages which are meant to function as a discreet entity within an existing website or to complement an offline activity...
development, Java EE certified engineering, interface design
Interface design
Interface design deals with the process of developing a method for two modules in a system to connect and communicate. These modules can apply to hardware, software or the interface between a user and a machine...
, analytics, database design, information architecture
Information Architecture
Information architecture is the art of expressing a model or concept of information used in activities that require explicit details of complex systems. Among these activities are library systems, Content Management Systems, web development, user interactions, database development, programming,...
, usability, platform architecture, content strategy, social media, digital anthropology, online media, online advertising
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...
, search engine optimization
Search engine optimization
Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
, advergaming
Advergaming
Advergaming is the practice of using video games to advertise a product, organization or viewpoint. The term "advergames" was coined in January 2000 by Anthony Giallourakis, and later mentioned by Wireds "Jargon Watch" column in 2001...
, 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
Geo targeting
Geo targeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other...
software. They have since expanded to include strategic development and planning, community management
Community management
Community management or common-pool resource management is the management of a common resource or issue by a community through the collective action of volunteers and stakeholders. The resource managed can be either material or informational. Examples include the management of common grazing and...
, brand auditing, reputation management
Reputation management
Reputation management , also known as directory management, is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but...
, 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
Allina Hospitals & ClinicsAllina Hospitals & Clinics
Allina Hospitals & Clinics is network of health care providers based in Minneapolis, Minnesota. Allina owns or operates 11 hospitals and more than 85 clinics throughout Minnesota and western Wisconsin...
| Alltel
Alltel
Alltel Corporation is a wireless service provider, primarily based in the United States. Before an acquisition by Verizon Wireless, it served 34 states. After the merger, Alltel continues to serve six states, mostly in rural areas...
| AT&T
AT&T
AT&T Inc. is an American multinational telecommunications corporation headquartered in Whitacre Tower, Dallas, Texas, United States. It is the largest provider of mobile telephony and fixed telephony in the United States, and is also a provider of broadband and subscription television services...
| Bombardier Aerospace|Bombardier | Brass Craft | Carrier
Carrier Corporation
The Carrier Corporation is one of the world’s largest manufacturers and distributors of heating, ventilating and air conditioning systems, and a global leader in the commercial refrigeration and food service equipment industry...
| Center for Disease Control - Immunization | Center for Disease Control - National Prevention Media Initiative | Environmental Protection Agency | Federal Citizen Information Center
Federal Citizen Information Center
The Federal Citizen Information Center , originally the Federal Consumer Information Center, is a department in the United States government's General Services Administration...
| GM
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
| Ghirardelli | HAVEN | Kaiser Permanente
Kaiser Permanente
Kaiser Permanente is an integrated managed care consortium, based in Oakland, California, United States, founded in 1945 by industrialist Henry J. Kaiser and physician Sidney Garfield...
| McKesson
McKesson
McKesson Corporation is the largest health care company in the world, with sales of $106.6 billion in 2009.McKesson is based in the United States and distributes health care systems, medical supplies and pharmaceutical products...
| MotorCity Casino Hotel | National Fatherhood Initiative
National Fatherhood Initiative
The National Fatherhood Initiative is a non-profit, non-partisan, non-sectarian organization that aims to improve the well-being of children through the promotion of responsible fatherhood...
| National Flight Academy | NEC Corporation | NY State Dept. of Health | OnStar
OnStar
OnStar Corporation is a subsidiary of General Motors that provides subscription-based communications, in-vehicle security, hands free calling, turn-by-turn navigation, and remote diagnostics systems throughout the United States, Canada and China. A similar service is known as ChevyStar in Latin...
| The Partnership for a Drug-Free America | PPG/Olympic Paint and Stain | USAA
USAA
United Services Automobile Association is a Fortune 500 financial services company offering banking, investing, and insurance to people and families that serve, or served, in the United States military. In 2011, there were 8.4 million members. The company reported a net worth of $19.3 billion in...
| United States Department of Education
United States Department of Education
The United States Department of Education, also referred to as ED or the ED for Education Department, is a Cabinet-level department of the United States government...
| U.S. Mint | United States Naval Academy
United States Naval Academy
The United States Naval Academy is a four-year coeducational federal service academy located in Annapolis, Maryland, United States...
| United States Navy
United States Navy
The United States Navy is the naval warfare service branch of the United States Armed Forces and one of the seven uniformed services of the United States. The U.S. Navy is the largest in the world; its battle fleet tonnage is greater than that of the next 13 largest navies combined. The U.S...
| United States Navy Reserve
United States Navy Reserve
The United States Navy Reserve, until 2005 known as the United States Naval Reserve, is the Reserve Component of the United States Navy...
| United States Postal Service
United States Postal Service
The United States Postal Service is an independent agency of the United States government responsible for providing postal service in the United States...
| United States Postal Inspection Service
United States Postal Inspection Service
The United States Postal Inspection Service is the law enforcement arm of the United States Postal Service. Its jurisdiction is defined as "crimes that may adversely affect or fraudulently use the U.S...
| University of Michigan Health System
University of Michigan Health System
The University of Michigan Health System is the wholly owned academic medical center of the University of Michigan in Ann Arbor. UMHS includes the U-M Medical School, with its Faculty Group Practice and many research laboratories; the U-M Hospitals and Health Centers, which includes University...
| Wyndham Worldwide
Wyndham Worldwide
Wyndham Worldwide is the holding company for Wyndham Hotels & Resorts, Group RCI and other lodging brands. It was spun off from Cendant Corporation in July 2006....