Two months ago, General Motors rattled the ad world by consolidating its estimated $3.2 billion planning and buying account at one agency: GM Planworks, a unit of Publicis Groupe's Starcom MediaVest
Group. Then last month, GM was in the spotlight again for cutting its upfront TV budget. Betsy Lazar, the auto giant's director of media operations explains the reasoning behind those moves, how she
sees the media landscape shifting and why branded entertainment is a critical piece of the company's future marketing strategy.
Read the whole story at Mediaweek, August 1, 2005 »