Home  › Marketing › Strategies

GM Consolidates $3B Media Spend With Carat

  |  January 24, 2012   |  Comments

Automaker's contract spans search, social media, media planning and buying, as well as mobile.

General Motors has consolidated its $3 billion global media spend with Carat, the media agency division of Aegis Group.

The multi-year contract spans search, social media, media planning and buying, as well as mobile. While the business will be managed by Carat's global team in the U.S., it covers the Americas, Asia Pacific, and EMEA.

"We wanted a media agency partner with the sophistication to leverage global marketing opportunities," said GM Global CMO Joel Ewanick in a statement. "Carat has an innovative approach to drive significant marketing value and their service model has been tailored to align well with our global and regional brands. They are uniquely positioned to help us form strong media partnerships and drive significant global efficiencies."

Publicis Groupe's Starcom MediaVest Group had handled the automaker's global media spend since 2005, prior to which it resided with GM Mediaworks, a division of Interpublic Group dedicated exclusively to the account. Starcom had its own GM Mediaworks branded unit, first created in 2000 to house the brand's U.S. ad buying activities.

Publicis issued this statement: "This Starcom partnership represents less than 0.5 percent of Publicis Groupe revenue on a full-year basis. We’re proud of the insight and high level of professionalism that Starcom has brought to its work on GM’s image over the years, and of the support that we’ve given to GM through many ups and downs."

SMG will continue to serve GM through June.

Carat's sister agencies at Aegis include Vizeum, Isobar, and search specialist iProspect. Aegis Media has been GM's media agency in Europe since January 2007.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

ClickZ News Staff

Articles written by ClickZ's news staff.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...