GM seeking ideas for global creative on its Chevrolet brand

Article by Christian Andrei, on October 21, 2011

General Motors wants new ideas for the Chevrolet brand and has launched another giant ad agency review. GM is asking for proposals from four major advertising holding companies, namely: French holding company Publicis Groupe, Korean company Cheil Worldwide, and the U.S.-based firms: Omnicom Group and Interpublic Group of Cos.

GM has recently launched a media agency review worth $3 billion. This recent move also implies that GM is looking for ways to cut marketing costs.

In a statement, Joel Ewanick, global chief marketing officer for GM, said that the company is undertaking this step to “more effectively engage consumers, and drive efficiencies in our marketing operations on a global scale.” GM will be assessing the proposals from the various advertising firms and will have to decide on the best plan, whether it’s to keep or revise its agency footprint.

The poor global economy has affected sales but despite that, Chevrolet is doing well worldwide. Chevrolet said that since Jan. 1, it has sold 3.6 million vehicles worldwide. In the third quarter, it sold 1.2 million units, its best third-quarter results ever.

Chevrolet expects that it will achieve a global sales record this year. According to GM spokesman Tom Henderson, launching the agency review is being done so that GM could improve efficiency and effectiveness around the globe. Henderson said that GM will be scrutinizing the global scope of the agencies’ work. [source: AdAge]

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