Interpublic on alert in US as GM calls $2.8bn media buying review

by Staff, brandrepublic.com, Monday, 14 March 2005, 9:00am,

LONDON – General Motors has called a review of its massive $2.8bn (£1.46bn) US media buying account, which is held by the Interpublic Group.

Interpublic holds the account through its dedicated buying agency for the car manufacturer, called General Motors Mediaworks, and has been invited to defend the account.

The review presents an opportunity for Publicis Groupe's Starcom MediaVest to muscle in on the account. Its General Motors Planworks division currently provides the media planning for GM.

Publicis has already made in-roads into Mediaworks' turf. Starcom managed to win GM's outdoor account from Mediaworks last year.

Also under review is GM's regional dealer media buying account, held by LCI, New York, which has also been invited to repitch.

Announcing the review, a GM spokeswoman said: "The competitive landscape has changed so much that it is time to take a fresh look at things."

The line-up of GM's US car brands includes Chevrolet, Cadillac, Buick and Saab.

Interpublic agencies came out on top in GM's review of its £400m European media planning and account late last year. Initiative retained the £97m UK account while Universal McCann absorbed the continental business. The German component had previously been with Carat.

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This article was first published on brandrepublic.com