General Motors nameplate GMC, makers of trucks, vans, SUVs and crossover vehicles has launched a creative review, the company confirmed Tuesday.
Incumbents Leo Burnett and Digitas, both part of Publicis Groupe, will participate in the review. Burnett has been the brand’s lead advertising agency since 2007. Both agencies also handle GM’s Buick line, which is not part of the current review.
GMC has spent upwards of $250 million a year on ads in recent years.
Confirming the review, GMC issued this statement:
"Expanding the relevance of GMC brand and positioning it for continued success are key priorities. To support this effort, GMC is inviting multiple agencies to participate in a RFP to develop advertising strategies for the brand.
Our current agencies of record, Leo Burnett and Digitas, will participate in this process. This RFP is specific to GMC and does not impact in any way the relationship between Buick, Leo Burnett and Digitas."
Earlier this year, Burnett and DigitasLBi combined their Detroit operations to form a new unit called Engage M-1 (with about 250 employees) to service both the GMC and Buick brands.
The move was seen as one that would foster greater collaboration between the agencies on work for clients. Both shops retain their individual branding and locations in the Detroit area.