GM puts European account for U.S. cars in review

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RUSSELHEIM - General Motors has put out to pitch the ad account for its U.S. car models in Europe just as it is planning the integration of the Russelheim, Germany-based sales unit into its overall European operation in Zurich, Switzerland.

GM Northern American Export Sales Europe currently uses McCann-Erickson and Buehler, Flettner & Partner, both Frankfurt, for the above-the-line and below-the-line work respectively on its Chevrolet, Cadillac, and Pontiac Firebird and Transporter models in Europe. The review is totally unrelated to the integration, but a "normal process to undertake at time to time," says Public Relations Manager Uwe Mertin. A decision is expected in December. McCann is one of the competitors in the above-the-line pitch.

The move to align the U.S. export sales unit with GM Europe is driven by the desire for cost efficiencies by pooling resources, says Mertin. He claims the number of U.S. models is unlikely to alter although some may be replaced.Details of the integration will be announced internally in January and publicly at the Geneva Motor Show next March.

Copyright November 1996, Crain Communications Inc.

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