NEW YORK: Buick and GMC have selected M Booth as PR AOR amid a global PR agency review parent company General Motors is conducting across all of its brands.
Kelly Cusinato, director of Buick and GMC communications, said via email that M Booth will start working with the brands in October. Weber Shandwick, MSLGroup, and John Doe previously worked with Buick and GMC.
"We’re excited to have M Booth partner with us to support the continued growth of these two brands," said Cusinato. "M Booth brings extensive experience with a variety of premium and mainstream brands and has bandwidth to scale up or down to meet our needs."
She added that M Booth was chosen due to the firm’s "passion and fighter spirit," and the fact that the Next Fifteen firm has large agency capabilities and a deep understanding of the media landscape, delivered with a mid-size firm’s mentality and agility.
"Buick and GMC are experiencing great marketplace momentum, and we’ve got more products coming next year, so it’s the right time to bring on a new agency to help us deliver enhanced creativity and capabilities across brand, business, and product PR," said Cusinato.
M Booth CEO Dale Bornstein could not be immediately reached for comment. Financial information was not disclosed.
In June, Chevrolet selected Weber Shandwick as its PR AOR. Chevy did not previously have a AOR, though the Interpublic Group firm had been the lead agency on the brand, working with several other shops.
Two months earlier, Cadillac brought on Kovert Creative as PR AOR. Five agencies pitched for the account, including FleishmanHillard, which had been handling influencer lifestyle relations for Cadillac.
GM’s goal is to consolidate with one PR AOR per brand, as it has done with other marketing functions. The automaker put its incumbent agencies on notice late last year that it would be conducting reviews for its auto brands. Firms including Fleishman, Weber, MSLGroup, and John Doe, have been on high alert since the beginning of the process.
The roster consolidation is being driven by a push for efficiency, not just in terms of dollars spent but also the time needed to manage the accounts, GM global communications leader Tony Corvine said last December. Various small agencies also support the automaker, especially on a regional basis.