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GM Again Shakes Up Ad World

Names Carat its global media planning and buying agency.

by on Jan.24, 2012

The Chevy creative budget is also up for review.

The long-staid world of automotive advertising has been undergoing some seismic shocks in recent years as manufacturers long willing to ride out slumps are now more willing than ever to quickly toss an agency aside if it doesn’t get the results it wants – immediately.

And only a couple years after walking away from long-time agencies, such as Chevrolet’s eight-decade partner Campbell-Ewald, General Motors is again shaking things up by announcing it will turn to Carat to serve as its global media planning and buying agency.

It’s a big catch for Carat, a specialized unit of mega-advertising group Aegis Media.  GM is expected to spend a collective total of $3 billion this year to purchase media to promote products ranging from the new Cadillac XTS premium luxury car to the Opel Ampera plug-in hybrid.

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“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.”