• by Joe Mandese  @mp_joemandese, January 24, 2012

General Motors has named Aegis' Carat unit its global media shop, following a review that was launched in the fourth quarter of 2011. The assignment is estimated to be worth $3 billion in annual media spending.

The multi-year contract includes media planning and buying, search, social media and mobile communications and the account will be managed and coordinated through Carat's global U.S. team.

The contract covers all three global Aegis reporting regions -- EMEA, Americas and Asia Pacific -- and follows Aegis Media's appointment as GM's media agency across Europe in January 2007.

"We wanted a media agency partner with the sophistication to leverage global marketing opportunities," stated Joel Ewanick, GM Vice President and Global Chief Marketing Officer. "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."

"This is a defining moment for our business and the market," added Nigel Morris, Chief Executive Officer of Aegis Media Americas. "We have designed our organization for convergence and globalization. We have a clearly differentiated operating model that is focused on reinventing the way we work with our clients and their brands. From the outset it was evident that the GM team was looking for a transformative approach with innovation at the core. They have a powerful vision and powerful brands and we are looking forward to it being a powerful partnership."