General Motors Chooses New Agency Partners

Photo Credit: Tanya Gazdik/MediaPost

General Motors is switching up its agency roster in what it says is a quest to develop creative that prompts the automaker to rise to the top of vehicle purchase consideration lists.

“GM is building a modern global marketing model to ensure customers consider GM vehicles first, today and in the future,” says Molly Peck, global chief transformation officer at General Motors.

The model includes a mix of current and new agencies. 

This includes a new relationship with agencies “designed to deliver fresh, breakthrough creative” including Anomaly, Mother, Preacher and 72andSunny, the automaker said in a statement to Marketing Daily

They will be supported by MediaMonks “which will bring a modern approach to real-time, efficient content development.”



These agencies will be joined by Omnicom Precision Marketing Group, which will serve as GM’s lead agency for CRM, and Dentsu, which will remain the automaker’s lead media agency.  

Chevrolet’s incumbent is Interpublic’s Commonwealth/McCann, while Publicis Groupe’s Leo Burnett has handled creative for Buick, GMC and Cadillac. Both holding companies remain on the automaker's agency roster. 

Leo Burnett will continue to support pieces of the GM business (customer care and after sales and some global work), as will Commonwealth (continuing at a reduced scope for 2024) and McCann (GM brand and corporate), according to a GM spokesperson. 

Anomaly will have lead duties on Chevy, Mother will lead Buick, 72andSunny has Cadillac and Preacher gets GMC. 

While the agencies have some brand duties, GM is moving away from an AOR structure.

"The agencies above will support those specific areas of the business while Media.Monks will work across agencies and brands to support day-to-day operations and helping brands connect with customers faster and more efficiently with their messaging/creative," according to the automaker. 

Mother called the review “one of the hottest pitches of the year.”

“From the start of the pitch process, we shared a similar energy, ambition and collaborative spirit with the Buick team,” the agency said in a statement. “Together, we hope to create a fresh and vibrant platform, for a fast growing brand that operates by a different marketing playbook and exudes a deserved confidence in their vehicles. It feels like an assignment that was made for Mother.”

These changes conclude a review that began in January under Global Senior VP and Chief Marketing Officer Norm de Greve. GM worked with SnapPoint on the review process, a GM spokesperson confirmed. 

Last month, GM selected Stream Companies as an approved digital advertising and SEO partner in GM’s Dealer Digital Solution Program, servicing more than 4,000 Chevrolet, Buick, GMC, and Cadillac dealerships.

The automaker is extending the opportunity for all eligible dealerships to leverage matching funds for covering the expenses of Stream Digital Advertising and SEO services. The program offers dealers access to a collection of digital products and services aimed at driving sales and service business.

The program allows retailers to better identify website visitors, market to past clients and future shoppers and measure advertising in new ways.

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