Account Pitch
GM puts $3bn global media account up for review
24 August 2011
General Motors (GM), the parent company of the Cadillac and Chevrolet brands, has called a review of its mammoth $3bn global media account.
Media buying duties are currently handled by a number of agencies across the globe including Publicis Groupe’s Starcom, which has handled media buying in the US, and Aegis’ Carat for duties in Europe. Omnicom’s Universal McCann handles the majority of business in Latin America. The review doesn’t include creative duties.
“General Motors will request proposals on ways to improve the efficiency and effectiveness of its global operations for purchased media,” said the company in a statement. “The request for proposal will be issued to several global media companies and will include all consumer-facing planning and buying operations in support of all media channels including print, digital, broadcast and social media.”
“We’re looking for an innovative model that helps us become more effective in leveraging global marketing opportunities more efficiently,” said GM vice-president and global chief marketing officer Joel Ewanick. “We will make a comprehensive assessment of all options before reaching a decision and in fact, may end up validating our current approach.”
Jenni Baker, London