After an extensive review of its entire marketing operations, General Motors has given the responsibility of its global media planning strategy to Carat, a media planning & buying agency headquartered in Great Britain. Specifically, Carat will be tasked with the planning and buying duties for consumer-facing media, including broadcast, digital and social media in most of GM’s global regions excluding China, India and Brazil. Those three major markets will each have their own firms.
It is expected that Carat will spend an estimated $3 billion worldwide this year alone on a global media strategy for the company, which will be managed and coordinated through Carat’s global U.S.-based team. Carat’s parent company is Aegis Media.
The transition is effective immediately.
Comments
I question the value other than a savings to GM. I can see this being a real cluster to dealers in the USA.
Value is one group in charge of the money reins and one group in charge of keeping marketing consistency.
GM is huge and there are too many fiefdoms throughout the world. The NEW GM is working to fix that issue from Engineering to Marketing to HR. They spend way too much money doing everything a zillion times a zillion ways.
Engineering alone will save $1 billion a year in programs that start/stop/start/delay and then finally go nowhere. Wasted money that could be put on the profit side of the ledger. Hopefully this one group will provide consistency and make it easier to work with GM and save good money.