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Account Move

GM hands mammoth $3bn global media biz to Carat

General Motors, the parent company of the Cadillac and Chevrolet brands, has awarded its $3bn global media and buying account to Aegis Group-owned Carat.

The account, which was put up for review last August, covers the US, EMEA and Asia Pacific markets but excludes Latin America, India and China which were not included in the review.

Since 2007, Carat has dealt with General Motors in Europe and will now take over from Publicis Groupe-owned Starcom in the US.

"We wanted a media agency partner with the sophistication to leverage global marketing opportunities,” says General Motors vice-president and global chief marketing officer Joel Ewanick. “[Carat is] uniquely positioned to help us form strong media partnerships and drive significant global efficiencies."

The win marks the largest in Aegis Group’s history.

"We are extremely proud to have been selected by General Motors as their global media partner,” says chief executive of Aegis Group Jerry Buhlmann.

David Hing, London