GM Consolidates $3B Media Spend With Carat
Automaker's contract spans search, social media, media planning and buying, as well as mobile.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceFor the first time, ClickZ is at the Consumer Electronics Show, checking out the various innovations and reporting about the ones that matter most to ...
View articleAuto brand advertisers are known for expertly communicating authentic brand messages via highly compelling narratives. Here are three examples of thei...
View articleThis is a roundup of new hires and promotions in the digital marketing industry during January of 2015. Read More...
View articleData specialists from Vizeum, Havas, and DigitasLBi share their advice on how to segment and test big data in order to make better-informed marketing ...
View articleHow brands and agencies can collaborate together and succeed is something both have thought about and perhaps struggled with in the past. Market parti...
View articleA recent announcement from Chevrolet about built-in 4G LTE Wi-Fi furthers the availability of in-car functionality, which could bring opportunities fo...
View articleIsobar China preps for further growth; IPG Mediabrands creates new CEO role; and WPP's RedWorks hires new president. Read More...
View articleGeneral Motors (GM) has appointed Tim Mahoney as Chevrolet's new chief marketing officer and global marketing operations leader, effective April 1. Ma...
View article