General Motors has announced it plans to streamline its communication efforts across each of its brands. The automaker has announced it will conduct a review for each public relations firm across Chevrolet, Cadillac, Buick and GMC.
According to Ad Age, GM will position itself to house one PR firm per brand. Currently, multiple agencies handle different communications within a brand. However, one agency may handle both Buick and GMC.
Tony Cervone, senior vice president of global communications for GM, commented saying the reviews will not be an issue of underperformance, rather a chance to organize communication efforts and take full advantage of what one agency can offer per brand.
“We’re not trying to drive fear into the agency world,” he said. “It’s really about transforming how we’re working with agencies and the way we’ve historically used agency resources to build on what we do normally day in and day out.”
GM will invite incumbents, such as Weber Shandwick and MSLGroup, which both do corporate work for GM; FleishmanHillard (Cadillac and Chevrolet) and John Doe (Buick and GMC) among others now on the roster to compete in the reviews.
Each review will take place some time in 2016 minus Cadillac, which will begin by the end of this year.