GM consolidates at Initiative Media

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[London] General Motors Corp. has consolidated its $145 million U.K. media planning and buying account with Interpublic's Initiative Media after a five-month winner-take-all review. Initiative adds Saab's $30 million billings to its existing $100 million Vauxhall account. Initiative also already handled Daewoo's $15 million business, captured from WPP's Mediaedge:cia last October following GM's takeover of the Korean carmaker. Initiative won a final head-to-head pitch against Publicis's Starcom Motive; Aegis Group's Carat and Publicis' ZenithOptimedia were cut before the final round.
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