"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.
