While GMC continues its creative agency review, both GMC and Buick have chosen their new agency of record.
Both brands decided on M Booth, according to PR Week, as their new public relations agency of record. Amid the review, Weber Shandwick, MSL Group and John Doe each competed for both brands’ business.
“We’re excited to have M Booth partner with us to support the continued growth of these two brands,” said Kelly Cusinato, director of Buick and GMC communications. “M Booth brings extensive experience with a variety of premium and mainstream brands and has bandwidth to scale up or down to meet our needs.”
The agency’s “passion and fighter spirit” was a huge selection factor, according to Cusianto, who said it’s the kind of spirit both brands need as new product is introduced next year.
“Buick and GMC are experiencing great marketplace momentum, and we’ve got more products coming next year, so it’s the right time to bring on a new agency to help us deliver enhanced creativity and capabilities across brand, business, and product PR.”
The selection falls in line with General Motors’ goal to have just one AOR per brand in an effort to streamline and consolidate PR, marketing and creative functions.