General Motors has hired a brand marketing company to provide marketing support for Chevrolet.
In a statement, the carmaker said it had hired Translation Consultation and Brand Imaging agency to provide strategic counsel and marketing communications guidance for Chevrolet and other GM vehicle brands in the US on a variety of key projects.
Translation, based in New York City, is a brand marketing firm specialising in creating connections between Fortune 500 companies and celebrities from music, sports, entertainment and fashion.
Initially, GM said, Translation will consult with Chevrolet, Campbell Ewald and GM Planworks to help the Chevrolet brand broaden its marketing communications to "young, diverse, well-educated consumers who live in key metropolitan markets in the US, targeting the coastal "smile-state" markets in particular."
"We're very excited about involving Steve and his group in our marketing communications efforts. We believe Translation can help us continue to better differentiate our brands and connect with the trend-setting youth market. Translation has a proven track record in assisting major brands such as McDonald's, Reebok, Hewlett-Packard and others to better understand consumers and emerging trends," said GM North America vice president, marketing and advertising, Mike Jackson.