After an extensive review of its entire marketing operations, General Motors has given the responsibility of its global media planning strategy to Carat, a media planning & buying agency headquartered in Great Britain. Specifically, Carat will be tasked with the planning and buying duties for consumer-facing media, including broadcast, digital and social media in most of GM’s global regions excluding China, India and Brazil. Those three major markets will each have their own firms.
It is expected that Carat will spend an estimated $3 billion worldwide this year alone on a global media strategy for the company, which will be managed and coordinated through Carat’s global U.S.-based team. Carat’s parent company is Aegis Media.
The transition is effective immediately.