Detroit-Based Publicis Groupe’s Offices To Merge, Serve GM Under ‘Engage M-1’ Name
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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.
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Did GM not learn anything from “Rogue”?
The abysmal, failed, arranged marriage of agencies designed to save Cadillac in a ‘Hail Mary’ move?
This smacks of the same sort of desperation. Aside from the Encore, Buick’s in a hole. Even the Enclave isn’t selling, and it’s a nice SUV. The Enspire, I’d guess, will sell-out (limited supplies). The Verano’s dead. The new LaCrosse is nowhere to be seen.
The Regal’s MIA. Sierra’s crested, Acadia flat, Terrain’s flat (again, strange, the way SUVs and CUVs have been selling.
Seems like a self-preservation attempt by Buick and GMC mgt to portray it as an agency configuration problem.
N’est çe pas?
Maybe it’ll work. But it seems like a product lineup problem, as well as a marketing problem.