Auto account veteran gets behind wheel of Chevy/Geo campaign.

Lintas: Campbell-Ewald advertising has formed a new West Coast group in Los Angeles to handle the Chevrolet/Geo campaign, and a former Hill, Holiday executive from the Infiniti account has moved over to Campbell-Ewald to manage the new team.

Garry Neel, formerly management supervisor for Infiniti regional marketing, is now senior vice president/management supervisor of the newly formed Chevy/Geo Automotive Group at Campbell-Ewald in Los Angeles.

Neel said he decided to make the move because of "the opportunity, the challenge to boost Chevrolet's position in an import-intensive market like California."

He is joined by Senior Vice President/Associate Creative Director Bob Ancona, formerly with Chiat/Day/Mojo, Ketchum Advertising and NW Ayer, who worked on the Acura and Nissan Motor Corp. accounts, and a team of approximately 10 people.

Michigan-based Lintas: Campbell-Ewald has handled Chevrolet advertising for 70 years, but only one month ago was awarded all the Chevrolet West Coast business, prompting the Los Angeles expansion.

"We're starting out with 10 people and we will rely on the Detroit office for support," said Neel. "We may expand later."

While he couldn't reveal many strategy secrets, Neel said the first order of business will be conducting research into how California consumers feel about Chevrolet and "what they conceive of domestics versus imports." The agency will then zero in on "the key advantages Chevrolet has" and attempt to sell California drivers on the superiority of the product, rather than stressing the "Buy American" theme, he said.

"The consumer feels, 'Give me a product that has a great value, and I'll buy it,'" said Neel. "Then they go out and look for what best meets their needs. We want to sell them on that without beating them over the head with the flag."

The new L.A. group will have a media team to coordinate Chevrolet media planning and buying from the West Coast. Bruce Webber, vice president of media planning and buying, has left the agency's Detroit office to join the new group. He will work with Senior Vice President/Associate Media Director Ricki Kohn, who has been with Campbell-Ewald in Los Angeles for the past 18 months.

Mark Bellissimo, who has been managing Campbell-Ewald's Geo business in Los Angeles for the past 18 months as vice president/account supervisor, will now report to Neel.

"We have assembled a team with notable West Coast automotive advertising experience and achievement," said Campbell-Ewald Chairman and CEO Richard O'Connor. "This team will be developing advertising plans and strategies, and executive advertising that will position Chevrolet for increased success on the West Coast."