D'Arcy Masius Benton & Bowles, Los Angeles, will handle advertising for the national rollout of the General Motors Corp. Internet Buy Power program. GM confirmed the program will start in next year's first quarter. The DMB&B office handled ads for the estimated $15 million multimedia launch of the Internet Buy Power pilot program in four western states in October 1997. GM declined to reveal spending for the rollout ad campaign, saying it would be "a considerable amount" for the launch. As recently as two months ago, GM said it hadn't decided whether to take the test program national.
Copyright September 1998, Crain Communications Inc.