"They are uniquely positioned to help us form strong media partnerships and drive significant global efficiencies."
Carat has been named the winning ad agency today in what was termed a highly contested review of the $3 billion General Motors media account. The account for the world’s largest automaker manages most of GM’s global planning and buying operations for advertising and marketing, including broadcast, digital and social media, but does not include creative services.
Carat, the main media agency for GM in Europe, was in competition with the Starcom unit of the Publicis Group, which handled media in the United States. Also involved in the bidding were Universal McCann, part of the Mediabrands division of the Interpublic Group of Companies, which handled GM media in South America, and Omnicom Media Group.
“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 will immediately begin to assume responsibility for GM’s media operations in most global regions, with the exception of China, India and Brazil, where media will continue to be managed by agencies specific to those countries.
“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,” said Ewanick.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
