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General Motors Corp. is giving D'Arcy Masius Benton & Bowles its largest GM win outside the U.S.-a $25 million assignment for a Brazilian regional marketing program.

Salles/DMB&B, Sao Paulo, gained the new business.


The agency-which handles Cadillac, GM parts, GM corporate and Pontiac from its Bloomfield Hills, Mich., office-previously only had international GM business through Tamra DMB&B, Dubai. That office has the marketer's business in seven Middle Eastern countries.

"We want to build our business with GM outside of the U.S.," said DMB&B Chairman-CEO Roy Bostock. "We can bring the best global marketing practices to Brazil and other markets to achieve higher levels of share and volume."

The regional marketing review began with eight agencies and was whittled down to DM9, McCann-Erickson Publicidad and Salles/DMB&B, all SÌo Paulo. The agencies worked off a product case study for their final presentations.

Salles/DMB&B will work with dealers in 12 regions across Brazil to develop retail advertising and promotional programs for the Chevrolet vehicles GM markets there.

McCann-Erickson Worldwide is GM's No. 1 global agency, handling the automaker's international business in 67 countries. Executives close to DMB&B said its holding company, MacManus Group, will try to elbow into other GM territories through its recently acquired, autonomous unit, N.W. Ayer & Partners.


MacManus will use Ayer to gain additional GM work in other countries where sister agency DMB&B has conflicts, such as Europe, where DMB&B handles Fiat.

Ayer currently handles some GM corporate business.

Contributing: Jean Halliday.

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