Previously, General Motors announced it would hold a review for each of its current PR agencies invested in the Chevrolet, Buick, Cadillac and GMC brands. The automaker was quick to say it was not trying to incite panic into the agencies, but instead explained the need to streamline its public relation capabilities.
General Motors Global Communications Chief, Tony Cervone, spoke with The Holmes Report to provide some clarification as to why the decision has been made for only one PR firm per brand.
“Right now, we have multiple agencies locally and globally working on single brands, which is less than efficient and less than optimal,” said Cervone. “We’ve essentially used agency resources to extend staff resources. What we’re trying to do is capitalise on agency strengths in the US and globally, leveraging learning and benchmarking from around the world.”
“We’re also at the same time as a company, trying to get more focus on the brands,” added Cervone. “To do that, we need to have some level of independence in terms of operating and messaging.”
Now that Cervone has nearly finished his work with helping GM bounce back from an all-but finalized ignition-switch crisis, brands are going to be a major focus. And one distinct voice per brand should help the efforts.
Though, Cervone says he’s not opposed to each brand having its own separate agency and sharing one. If that happens, expect Buick and GMC to tie the knot in the PR department.