DigitasLBi and Leo Burnett have long held the keys to the GMC and Buick brands, and have been responsible for some of the latest perception changing campaigns for Buick.
However, the Detroit-based Publicis agencies have announced both units will merge into one under the name “Engage M-15”, paying homage to the central roadway of Detroit. AdWeek reports the move will see both DigitasLBi and Leo Burnett hold their respective offices, but share a common goal to serve its clients, with GM being a major one.
“After years working together on General Motors in Southeast Michigan, DigitasLBi and Leo Burnett will come together as a united partnership—Engage M-1—serving our General Motors clients including Buick and GMC,” said a Publicis spokesperson.
Publicis did not comment on staffing changes, or discuss any changes in daily operations.
GM most recently handed off the Chevrolet brand to Weber Shandwick, selecting it as its agency of record.