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 Toronto On the heals of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Resources

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...