GMAC Scouts for Global Agency of Record

Upcoming Review Aims to Coordinate Marketing Efforts

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NEW YORK (AdAge.com) -- GMAC Financial Services is readying an agency review in search of a global partner to handle its estimated $60 million advertising account.

"We are planning to conduct a resource review of our advertising agency partners to identify a global agency of record for the company," a spokeswoman for Detroit-based GMAC said. "The review is part of our effort to continue building our business as a diversified financial services partner," and, she added, it comes as the company searches for "a more cohesive approach" to its marketing.

Rojek leading the search
Cleveland-based Rojek Consulting Group has been tapped to oversee the search process, expected to wrap in June, the marketer said.

Incumbent agencies on the wide-ranging account could not be immediately determined; GMAC declined to confirm the status of its current marketing-agency relationships.

Founded as a unit of General Motors Corp., GMAC was created in 1919 to provide GM dealers with the financing necessary to acquire and maintain vehicle inventories and to provide customers a way to finance vehicle purchases.

Operations span 40 countries
It has since grown its line of businesses to include insurance, commercial finance and real-estate financing, and now operates in about 40 countries. GM in 2006 sold a controlling interest in its GMAC unit to a consortium of investors led by Cerberus Capital Management.

GMAC holds nearly $250 billion in assets and last year spent a total of $54.8 million domestically on measured media, according to TNS Media Intelligence, much of it devoted to the company's home-financing business, Ditech.com.
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