GMAC MORTGAGE UNIT READIES NEW CAMPAIGN

Ditech.com Also Seeks Shop for Media Planning Account

By Published on .

DETROIT (AdAge.com) -- Ditech.com, which finances residential mortgages as part of General Motors Corp.'s GMAC financing arm, will break a new ad campaign in March from Interpublic Group of Cos.' Campbell-Ewald, Warren, Mich.

Rick Gillespie, chief marketing officer for GMAC Residential, declined to give details about the ads, simply dubbing the effort "pretty slick." He declined to reveal spending. The agency declined comment.

Mr. Gillespie said the Costa Mesa, Calif.-based marketer, which primarily reaches consumers via the Internet and telemarketing, doesn't have an agency of record. Campbell-Ewald is handling project work.

Separately, ditech.com is conducting a "limited review" of select agencies for its media planning account, he said.

The incumbent is Aegis Group's Carat, which lost the client's media buying account last October to GM's dedicated media buyer, Interpublic's GM MediaWorks, Warren, Mich.

Mr. Gillespie said GM's dedicated planning shop, Bcom3 Group's GM Planworks, Detroit, is participating, along with undisclosed others.

There is no consultant. Among those on the review panel is Mike Browner, executive director-media and marketing operations at GM.

In this article:
Most Popular