The Detroit-based marketer, which became independent from General Motors Corp. in late 2006, operates its diversified businesses, including insurance, automotive-finance, real estate-finance and commercial finance, in 40 countries. GMAC began a search for a new partner in April, citing the need for a more cohesive approach to its marketing, which had previously been spread across 12 to 15 agencies.
Rojek Consulting Group, Cleveland, oversaw the search process, for which no requests-for-proposal were issued; GMAC met with a number of agencies before narrowing the field to five finalist teams that were invited to pitch. In addition to Bartle Bogle, backed by Publicis Groupe resources, they were: Avenue A/ Razorfish with Modernista; WPP Group's Grey, New York, which pulled resources from G2 and other entities; an Interpublic Group of Cos. team led by Mullen and R/GA; and a pairing of I-crossing and M&C Saatchi, the marketer said.
Bartle Bogle emerged the winner following a round of presentations that took place earlier this month. While Bartle Bogle will serve as the lead on the account, it will draw on resources across the Publicis Groupe network as necessary to handle marketing duties for GMAC, which will include consumer, business-to-business advertising and digital marketing.
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.