$145 Million Account Covers Saab, Vauxhall, Daewoo Brands

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LONDON ( -- General Motors Corp. has consolidated its entire $145 million U.K. media planning and buying account with Interpublic Group of Cos' Initiative Media, in what could turn out to be the biggest media win in the U.K. this year.

Winner takes all
After a winner-takes-all review that lasted five months, Initiative picked up Saab's $30 million account from GM; the agency was already the incumbent on GM's $100 million Vauxhall account. Initiative also handled Daewoo's $15 million account, which it took from WPP Group's Mediaedge:cia last October following GM's takeover of the Korean car manufacturer.

Interpublic sibling Universal McCann, which previously handled the Saab business, stepped aside to let Initiative pitch for the combined General Motors account.

Initiative won a final head-to-head pitch against Publicis Groupe's Starcom Motive; Aegis Group's Carat and Publicis' Zenith Optimedia also pitched the account but did not advance to the final round.

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