General Motors moves to McCann-Erickson and Rediffusion DY&R

Following a multi-agency pitch, McCann-Erickson and Rediffusion DY&R have bagged the creative duties for General Motors. The pitch had five or six agencies in the fray, including Leo Burnett, Mudra and rmg david.

Confirming this development to agencyfaqs!, Anisha Motwani, director, marketing, General Motors India, says, “The size of the business is upwards of Rs 50 crore.”

The incumbent agency for General Motors was Enterprise Nexus. The media duties were recently won by Madison Media.

McCann-Erickson will handle the Chevrolet Optra and all GM’s new car launches, including Aveo, a brand that will be launched in 2006. Rediffusion DY&R will look after the Chevrolet Tavera and Chevrolet’s corporate business.

In terms of size, Motwani says McCann-Erickson has bagged two-thirds of the business, while Rediffusion DY&R has got the remaining one-third.

Motwani says her company was impressed with the quality of thinking of the two agencies and by what they proposed as strategies to take GM’s brands forward.

She adds, “Since McCann-Erickson is already the global agency for the Chevrolet brands, we wanted the synergy to be carried forward in India as well.”   

Santosh Desai, president, McCann-Erickson, India, says, “It was a combination of our in-depth strategy and impactful creatives that helped us gain an edge over the others.”

On Rediffusion DY&R’s empanelment, Motwani says, “Other than their commendable strategic work, we appreciated their enthusiasm and commitment towards our brands.”

For the record, GM India is a wholly owned subsidiary of the US-based General Motors Corporation. The company’s portfolio includes the Chevrolet Optra, Chevrolet Tavera, Opel Corsa, Opel Corsa Sail and Opel Swing. Founded in 1908, General Motors Corporation today has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. GM’s global headquarters are at the GM Renaissance Center in Detroit.

© 2005 agencyfaqs!