Being a global company, General Motors pools enormous amounts of money into its marketing efforts all over the world. $4.48 billion last year alone, to be exact. Some might even call it wasteful, but dozens of agencies were able to make their living because of it. But with the company’s newfound global marketing strategy, a lot of agencies will be looking for new contracts.
Around sometime next week, GM is expected to announce that it will award nearly all of Chevrolet’s creative ad duties to a few select agencies, consoledating the marketing efforts and saving what GM estimates will be $2 billion over the next five years. This move is the result of funneling global marketing efforts to Aegis Group’s Carat unit of London, which is estimated to spend $3 billion worldwide this year alone on a global media strategy for the company.