General Motors has appointed Initiative to handle the whole of its UK business. Initiative competed against Carat, Zenith-Optimedia and Starcom Motive Group with the final 'shootout' being between
Initiative and Starcom. Jerry Hill, Group Chief Executive of Initiative said in a press release, "This will be the biggest media account pitch of the year. The process has rigorously tested all
aspects of the communication planning and buying output of the agencies involved, and we are thrilled to have been appointed to work across all of General Motors' UK business at a time when the client
is going through such a dynamic period."