General Motors Corp., in an efficiency move, announced Oct. 6 its corporate ad account will move to McCann-Erickson Worldwide's Troy, Mich., office without a review from the Troy office of N.W. Ayer & Partners. The GM account was the only one at Ayer's Detroit area office. Ayer, which had the account for nearly 28 years, will close that office, and all eight account and media planning staffers will be absorbed into the existing Troy operations of Bcom3 Group, which handles GM's Cadillac and Pontiac brands, and is gearing up for the newly won consolidated GM media planning account. Creative on the corporate account was handled in Ayer's New York office. A GM spokeswoman said the corporate account will transition to McCann during the remaining months of 2000. GM's spending on the account dwindled to less than $10 million in 2000, mostly print ads, from roughly $30 million a few years ago. McCann, which already handles GM's Buick account, has done several special, cross-divisional ad projects for GM in recent years, including TV and print ads during the carmaker's labor strike in the summer of 1998. Ironically, Luana Floccuzio, managing director of the Ayer office since May 1999, hired McCann for the strike project when she was still at GM as an advertising director on corporate brand activities.
Copyright October 2000, Crain Communications Inc.