Publicis Groupe is combining two of its Detroit-based agencies, Leo Burnett and DigitasLBi, to form EngageM-1 in order to better service its General Motors account.
"After years working together on General Motors in Southeast Michigan, DigitasLBi and Leo Burnett will come together as a united partnership — Engage M-1 (reflecting the central roadway of Detroit) — serving our General Motors clients including Buick and GMC," the holding company stated.
DigitasLBi's Robert Guay will manage the newly formed unit. In addition, he will continue to oversee DigitasLBi’s Boston office. Ian Jones, who has overseen Leo Burnett’s Detroit office is reportedly departing in the wake of the reorganization.
The GM account is one of Publicis Groupe’s biggest clients and the Detroit restructuring follows an Adweek report earlier this year that GM’s Buick and GMC nameplates were considering adding new agencies to their rosters.
Burnett’s relationship with GM stretches back more than four decades. The holding company also handled a big piece of media business for GM up until 2012 when the global assignment was consolidated with Carat, now part of Dentsu Aegis Group.