General Motors Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
General Motors is a worldwide maker and marketer of automobiles. The company markets vehicles under the Buick, Cadillac, Chevrolet, and GMC brand names. The company's subsidiary, OnStar provides drivers with safety and security services at the touch of a button. GM's financial division, GMAC offers buyers financing options and insurance. General Motors is headquartered in Detroit, MI.
|Main Telephone||(313) 556-5000|
|Main Fax||(313) 556-5108|
General Motors Corporation ContactsContacts (5/196)
|Johan d.||Executive Vice President - General Motors & President - Global Cadillac||MI|
Sample of Associated Brands
|Tim M.||Chief Marketing Officer - Global Chevrolet & Global GM Marketing Operations Leader||MI|
|Jon L.||Chief Technology Officer||MI|
|Mary B.||Chief Executive Officer||MI|
|Uwe E.||Chief Marketing Officer - Global Cadillac||MI|
|General Motors Corporation||********|
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Campaign Imminent: General Motors launches GMC creative review
Subject: TV, digital, social media, OOH, print, radio
Company: General Motors that primarily focuses on trucks and utility vehicles. GMC models include: Canyon, Sierra, Terrain, Acadia, Yukon, Denali and Savana.
Opportunity: General Motors has reportedly initiated a creative review for the GMC brand. The review is part of an effort to secure the core auto brand's position, both abroad and at home. A spokesperson confirmed to Adweek that a review was underway, five months after rumors began circulating that both GMC and Buick has issued blind RFPs. While a review was not confirmed for Buick, it wouldn't hurt agency readers to reach out to the appropriate decision makers to get ahead of possible RFPs.
Per a GMC spokesperson: "Expanding the relevance of the GMC brand and positioning it for continued success are key priorities. To support this effort, GMC is inviting multiple agencies to participate in an RFP to develop ad strategies for the brand." Other than confirming that incumbents Leo Burnett are defending the account, not much else is known about either the state of the review or its participants.
The announcement comes just months after LB and Digitas announced they were combining efforts in a new initiative, Engage M-1 (more here). Note that at the time, PR RFPs were expected for both GMC and Buick by the end of the year, so there could still be a chance to pick up PR work here.
Sellers - GMC has increased TV and digital spend in 2016, and the addition of a new creative partner surely signals new campaigns in the future. Therefore, be sure you are reaching out to secure dollars here.
Dentsu Aegis's Carat has handled media buying and planning for GMC since 2012. As of now, media is not part of the scope of the review, but keep an eye on the account anyway, as reviews tend to follow one another.
Incumbent & Recent GM Roster Changes: Publicis siblings DigitasLBi (digital) have both been on the GMC account for long past agency tenure. Additionally, LB won creative duties for Buick in 2007, another signal that a review may occur sooner rather than later for the GM brand.
Other recent GM shifts include: Commonwealth/McCann for Chevy Silverado advertising (May 2015)
Media Spend: According to Kantar Media, GMC spent $141.2 million on measured media in 2015 (around 6.4% of GM's total measured media spend for the year).
National TV Spend: ISpot reports that GMC has spent $104.1 million on national TV ads so far this year - up from $96.7 million for the same period 2015. See chart for 2016 show targeting, which unsurprisingly include sports and male-focused entertainment. GMC has aired 35 spots this year.
Digital Breakdown: Per Pathmatics, GMC has spent $10.7 million on 829 desktop ads so far this year, garnering the brand 1.1 billion impressions. Ads have run all year, with a large spike in July (see chart for impression overview).
More than 85% of these desktop ads were placed site direct, with the remainder going through ad networks such as Advertising.com and Google AdX (8%) and DoubleClick Bid Manager's DSP (2%). Top ad destinations include: aol.com, espn.go.com, edmunds.com and autotrader.com.
For 2016, $763,000 has been spent on 445 mobiles ads (90.87 million impressions) and $4.7 million on 104 video ads (362.9 million impressions). As with desktop ads, majority of these ads are placed site direct (only 1% of mobile ads were placed through Carat's ad network).
For full 2015, GMC spent $11.8 million on almost 2,000 desktop ads (2.2 billion impressions), $2.5 million on 775 mobile ads (532.4 million impressions) and $7.3 million on 120 video ads (414.9 million impressions). For the period from Jan. 1 to Sept. 5, 2015 (same as the 2016 info provided above), GMC spent $14.1 million on desktop, mobile and video ads (compare to the $16.2 million spent in 2016).
100 Renaissance Ctr.
Detroit, MI 48265
General Director, Global Marketing Services
(313) 667-4112 (direct)
Senior Marketing Manager - GMC Trucks & Full-Size SUVs
Marketing Manager - GMC Terrain