BIZ DEV: Chevy LMAs Shift $238 Million Buying Business From USIM To Carat

The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. The incumbent on the business was independent agency U.S. International Media.

The Chevy LMAs spent an estimated $238 million on ads in 2016 according to Kantar Media.

The LMA structure was set up about a decade ago as a way to give dealers more control over the direction of their advertising efforts.

Retail specialist Agency 720, part of Omnicom Group, handles creative chores for the LMAs

A spokesperson for the LMAs confirmed the shift, responding to an email that “Yes, Agency 720 will work with Carat to support the LMAs.”

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