General Motors has confirmed it’s launched a creative agency review for the GMC brand. The news follows a global review to align its public relation and creative strategies better, and more than a few shakeups with the Cadillac and Chevrolet brands.
Ad Week reports GM will host current account holders Leo Burnett and DigitasLBi as well as a host of other potential agencies. GM would not comment on any other prospective agencies.
“Expanding the relevance of GMC brand and positioning it for continued success are key priorities,” a GM spokesperson wrote. “To support this effort, GMC is inviting multiple agencies to participate in an RFP to develop advertising strategies for the brand.”
Leo Burnett has served GM in some way for the past 45 years, and the automaker was DigitasLBi’s first flagship client. The agencies won lead creative duties for the Buick and GMC brands in 2007.