Three agencies in final race for GM’s Chevy Spark

Leo Burnett, Cheil India and Publicis India have been short-listed for the final round of evaluation for the Rs 20-22 crore business for General Motors’ new brand, Chevy Spark

General Motors India (GM India) has short-listed three agencies for the final round of presentation for its new brand, Chevy Spark. These agencies are Leo Burnett, Cheil India and Publicis India. As agencyfaqs! had reported earlier, GM India had called for a pitch for Chevy Spark in September 2006. It is learnt that the evaluation process is on and the company will lock on the suitable agency in March 2007. Chevy Spark will be launched by late April or early May 2007.

Six agencies had participated in the pitch for this business initially, including GM India’s roster agencies, McCann-Erickson and Rediffusion DY&R. Apart from those that have been short-listed finally, Euro RSCG too, was believed to be in the race for the business at some point early on. The size of the business is estimated to be Rs 20-22 crore.

Three agencies in final race for GM’s Chevy Spark

P Balendran, vice-president, General Motors, India, has confirmed the development to agencyfaqs!. He says, “As our evaluation process is still on, it’s too early to say which agency will be picked. That’s all I can say at this point.”

Currently, McCann-Erickson and Rediffusion share the GM India portfolio. While McCann handles Chevrolet Aveo and Optra, Rediffusion DY&R handles Chevrolet Tavera and the corporate business.

In terms of size, McCann-Erickson handles two-thirds of the business, while Rediffusion DY&R handles the remaining one-third.

Madison Media is the AOR on all the GM businesses.

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P Balendran Chevy Spark