GM LOSES ASIAN-AMERICAN SHOP TO CHRYSLER

Innovasia Part of GlobalHue; Automaker to Open Review

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DETROIT (AdAge.com) -- General Motors Corp. will start a review soon for its estimated $3 million Asian-American ad account now that the automaker has lost its agency to Chrysler Group, a spokeswoman told AdAge.com.

GM didn't know Innovasia Communications, the Los Angeles shop that handled its Asian advertising for the past three years, was about to walk. After being acquired by GlobalHue, Southfield, Mich., Innovasia told GM it was splitting to work on Chrysler's multicultural account.

GlobalHue successfully

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defended the Chrysler business after a lengthy and controversial review. GlobalHhue had not revealed the identity of the Asia-American agency on its team.

Evidence that GM was unware of Innovasia's decision: The automaker issued a press release July 22 citing Innovasia's recent win of the 2002 Summit Gold Award for its Chinese-American ad campaign for the Buick Rendezvous sport utlity vehicle. On July 26, Chrysler issued its own press release about GlobalHue retaining its multicultural account -- with Innovasia on the winning team.

Interpublic Group of Cos., which handles billions of dollars in GM accounts globally, owns 49% of GlobalHue.

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