GM refused to comment on whether the pitch will be limited to its three roster media agencies or may be thrown open to new contenders. The automaker confirmed the pan-European review in a statement, saying it is "targeting an increase in synergies to leverage the company's entire advertising-media purchase across the region." GM-owned units in Europe include Opel, Vauxhall, Saab, GM Daewoo and Chevrolet.
The review will be led by Jonathan Browning, GM's European VP-sales, marketing and after sales, based in Zurich, Switzerland. The pitch comes as GM struggles for revenue growth in Europe after reporting a $45 million loss in Europe for the second quarter of 2004, compared to a $3 million loss for the same period last year. GM's European market share rose slightly to 9.6% for the first half of 2004 from 9.5% for the same period in 2003.