Carat wins GM's US$3bn global media account
27.01.2012
Carat has won General Motor’s global media operations account after an extensive review of the car giant’s global marketing operations.
The account includes responsibility for most of GM’s global planning and buying operations for consumer-facing media, including broadcast, digital and social media. GM is estimated to spend US$3bn a year on advertising.
“We wanted a media agency partner with the sophistication to leverage global marketing opportunities,” said Joel Ewanick, GM vice president and global chief marketing officer. “Carat has an innovative approach to drive significant marketing value and their service model has been tailored to align well with our global and regional brands. They are uniquely positioned to help us form strong media partnerships and drive significant global efficiencies.”
Carat will immediately begin to take over responsibility for GM’s media operations in most global regions, with the exception of China, India and Brazil, where these activities will continue to be managed by agencies specific to those countries.
GM’s brands include Chevrolet, Cadillac, Opel and Vauxhall.