“We all inherently understand that when you have a brand like Commonwealth working on a brand like Chevrolet, there’s always the danger of becoming the incumbent that doesn’t look at itself and go, ‘How do we change?’ said Grant Theron, CEO of Commonwealth/McCann and the General Motors business lead for McCann owner Interpublic.
“I think the best thing that we can do for our clients is look at the transformation that’s happening in the industry, which is profound. It’s changing daily. And we’re reacting to that daily,” he said.
For instance, Leworthy was recruited for her technology background, he said, adding that he wanted someone to “challenge us and say, ‘Are we thinking about the vehicle in a holistic way?’”
Costa brings the agency a wealth of international experience. He began his career at Y&R in Brazil and has also logged time in San Francisco for Ogilvy One and TBWAChiatDay, while also working in Paris for Ogilvy. At The Martin Agency, he worked on accounts including Geico, BF Goodrich and Mentos before making a stop at TBWAChiatDay Los Angeles where he was global creative lead on Adidas and as the U.S. lead on Netflix, Disney and Miller Lite.
At Saatchi, he oversaw campaigns related to Toyota’s Olympic sponsorship, including a highly regarded, emotional 2021 Super Bowl ad that told the story of Paralympian Jessica Long.
