Two Agencies Form New Venture to Handle GM Business
DETROIT (AdAge.com) -- Rather than consolidate with one of three incumbent agencies that pitched the Buick-Pontiac-GMC regional dealer accounts, General Motors Corp. selected two shops with affiliations to two different holding companies to work together on the estimated $150 million business.
Martin Retail Group, Birmingham, Ala., will team with Jay Advertising, Rochester, N.Y., beginning May 9. Martin, in partnership with Publicis Groupe's Leo Burnett Detroit, Troy, Mich., was the incumbent on Pontiac's regional dealer account. Interpublic Group of Cos.' Jay and sibling McCann Erickson Detroit, Birmingham, Mich., handled the Buick dealer accounts. Jay also partnered with sibling Lowe, New York, on the GMC side.
Martin-Jay Retail Group
Jay and Martin will remain separate agencies, but a newly formed venture, Martin-Jay Retail Group, "will function as one cohesive organization to provide GM with a more cost-effective, streamlined [local marketing groups] marketing operation," the automaker said.
The co-chairs of the new venture are David Martin, president of Martin, and Ferdinand Jay Smith, CEO of Jay.
GM has the three brands under one operating unit. "Having a single agency devoted to our Buick, Pontiac and GMC dealer business will strengthen our Buick-Pontiac-GMC retail channel; improve effectiveness and communications; streamline our marketing operations, and provide our [local marketing groups] with greater access to the resources of the 'parent' agencies," said John Larson, Buick-Pontiac-GMC general manager. "We are pleased with the collaborative solution" developed by the agencies.