afaqs!

McCann Erickson drives away with General Motors account

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 03, 2011
The development is the result of a multi-agency pitch that started three months back, which witnessed the participation of Leo Burnett, Contract Advertising and McCann Erickson.

General Motors (GM) has handed over its creative and digital mandate to McCann Erickson. The pitch process which began three months back, witnessed the participation of Leo Burnett, Contract Advertising and McCann Erickson. The incumbent agency for the car manufacturing company was Leo Burnett and Wieden+Kennedy.

The account will be handled by the agency's Delhi office.

Confirming the development to afaqs!, P Balendran, vice-president, General Motors India, says, "We have chosen McCann Erickson to look after all the brands from the General Motors stable, namely Chevrolet Spark, Beat, Aveo, Optra Magnum, Tavera, Captiva and Cruze. The agency will handle the corporate, digital and creative jobs for us."

It is to be noted that for the first time, GM broke the norm of handing over its creative duties to two agencies. Talking about this, Balendran adds, "We have faith in the capability and bandwidth of McCann Erickson as an agency. Moreover, this agency has handled our account before. So, I'm sure, they would single-handedly be able to look after the consolidated business of all the GM brands."

Balendran further divulged that GM will soon be launching six new products. McCann will be responsible to look after the new cars, as well. "McCann Erickson's work will involve brand building exercises for the existing brands, and designing and conceptualising campaigns for the new launches."

However, Balendran declined to comment on the size of the account.

The automaker made it clear, though, that its media duties will remain with Madison Media, the incumbent agency for the account since March 2010.

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