Latest Agency Moves to be Announced Jan. 4

By Published on .

DETROIT ( -- General Motors Corp. is expected to announce Jan. 4 that it will finish the consolidation of its multi-cultural ad accounts. As a result of that effort:

  • GM will name independent Carol H. Williams Advertising, Oakland, Calif., as its first African-American creative agency of record for all vehicle brands.

  • Accentmarketing, Miami, which already handles all GM brands in Florida, will be named Hispanic creative agency of record.

GM started the move last summer, when it consolidated Asian advertising at Link Online Group's Innovasia Communications, Los Angeles. That was shortly after GM formed its Center of Expertise on Diversity to reach women and multi-cultural buyers.

In a separate, related move, Bcom3's Vigilante, New York, has won GM's first youth account in non-traditional media, such as college campus tours.

For an in-depth overview of this evolving issue, see the Monday, Jan. 7 issue of Advertising Age magazine.

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