General Motors is placing in review its assignments to handle media planning and buying around the world, the bulk of which are handled by three major media agencies.
In Latin America, media planning and buying are handled by the Universal McCann unit of the Interpublic Group of Companies. In Europe, media planning and buying are handled by the Carat division of the Aegis Group. G.M. works with a total of 20 media agencies around the world; those three handle most of the volume.
In the United States, media planning and buying are handled by the Starcom MediaVest Group division of the Publicis Groupe. Starcom MediaVest absorbed what had been two dedicated Publicis units that had worked on media tasks for G.M., one called G.M. Mediaworks and the other called G.M. Planworks.
General Motors spends an estimated $3.5 billion in ads worldwide and just over $2.1 billion in the U.S., according to Kantar Media. It's the first consolidation review the auto giant has conducted since 2005, when Publicis Groupe's GM Planworks, then a dedicated GM media planning unit, beat Interpublic's MediaWorks, the GM buying incumbent at the time.
“We’re looking for an innovative model that helps us become more effective in leveraging global marketing opportunities more efficiently,” said Joel Ewanick, vice president and global chief marketing officer at G.M.