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New sheriff at GM plans to bring 'bretail' to auto behemoth.

Publication: Advertising Age
Publication Date: 06-JUN-05
Format: Online
Delivery: Immediate Online Access
Full Article Title: New sheriff at GM plans to bring 'bretail' to auto behemoth.(People & Players)(W.W. Brent Dewar)(General Motors Corp.)

Article Excerpt
Byline: JEAN HALLIDAY

W.W. Brent Dewar, promoted in March to General Motors Corp.'s VP-marketing and advertising in North America, faces the biggest challenge of his 27-year career at the auto giant. The general marketing manager of Chevrolet for the past two years will be driving GM's massive shift into diversifying media plans and sharpening the positions of each of its eight vehicle brands even as the corporation struggles to return to profitability.

"There's a new sheriff in town and we're looking for better creativity'' from GM's roster of agencies, said the 49-year-old Vancouver native. He's rolling out a new system under which each agency will be judged based on vehicle retail sales performance and brand image.

He's in the midst of "changing the...



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