GM Won’t Change Marketing Strategy

General Motors Co. declares it will forge ahead with the marketing and advertising strategy engineered by former Chief Marketing Officer Joel Ewanick over the past two years.

When GM ousted Ewanick early this week, analysts speculated that the company might reverse some of his more controversial decisions, such as consolidating advertising agencies. But CEO Dan Akerson tells reporters, "We're absolutely going to continue" those efficiency moves.

Interim global marketing chief Alan Batey insists GM will stick with Ewanick's innovations, the partnerships he forged and the critically panned "Chevy Runs Deep."

Industry-watchers also had opined that Ewanick's brash disregard of GM traditions led to his exit. But Akerson told The Wall Street Journal last month that Ewanick's "glass-breaker" style was what the company needed, and that he was doing a good job.

Ackerson offered a hint on Thursday of why Ewanick was dismissed, saying GM sometimes severs ties with executives who miss their targets or don't meet the company's "higher standard for accountability and integrity."

GM has said Ewanick left because he failed to meet its expectations. News reports suggest he was fired because of a botched $600 million sponsorship deal with English soccer club Manchester United.