IPG's Commonwealth Names Gary Pascoe Chief Creative Officer
Exec Who Will Work On GM Joins from Ford's Team DetroitBy: Shareen Pathak, Published: Jul 24, 2013
He will focus on the consolidated Chevy business, and remain based in Detroit, reporting to McCann Chief Creative Officer-Global Brands Linus Karlsson and Commonwealth Chairman-CEO Bill Kolb.
In a statement, Mr. Karlsson said Mr. Pascoe will "build on the momentum we have seen over the last few months," and that the agency is happy to "have him join the team and help us tell the Chevrolet brand story in exciting new ways."
New-business wins and the retention of clients including Chevrolet enabled IPG to report increased revenue in the first quarter of 2012 despite a widened net loss in the period. CEO Michael Roth pointed to progress at McCann, and said that the consolidation of the Chevrolet business at Commonwealth with McCann was a "testament to the agency's creative and strategic capabilities."
Mr. Pascoe's ad career began in the Detroit mailroom of Doner, after which he joined TBWA in St. Louis and The Richards Group in Dallas. During an eight-year tenure at Chiat/Day in Los Angeles starting in 1997, he relaunched Levi's and worked for clients including Nissan and Taco Bell (for whom he did the popular "Chihuahua" campaign.)
Mr. Pacoe returned to Michigan in 2005 and began at BBDO Detroit, moving to Team Detroit in 2010, where he was responsible for Ford.
Commonwealth also made some other creative director hires, tapping Fallon's Bob Guisgand and Duffy Patten and Organic's Erika Kayuk.
General Motors spent $957 million on U.S. measured media in 2012 on Chevrolet, according to Kantar Media data.