General Motors has given its global media operations account to Carat, a division of Aegis Media. The Detroit automaker has been in the midst of a big agency juggle, including a review of global marketing operations.
The company says Carat will handle most of GMs global planning and buying operations for consumer-facing media, including broadcast, digital and social media.
“We wanted a media agency partner with the sophistication to leverage global marketing opportunities,” said Joel Ewanick, GM vice president and global chief marketing officer, 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.”
Carat will immediately begin to transition responsibility for GM’s media operations in most global regions, with the exception of China, India and Brazil, where these activities will continue to be managed by agencies specific to those countries.