Leo Burnett and W+K to share the GM portfolio

The incumbent agency McCann has had a relationship with General Motors (GM) for about three-and-a-half years

The fact of nature, that one's loss is another's gain, holds true in the context of General Motors (GM) switching agencies. While Leo Burnett and McCann Erickson were the roster agencies for the company, that has changed now.

For beginners, the pitch for the soon-to-be-launched sedan from the Chevrolet stable, Cruze -- which was first reported by afaqs! in late April this year -- has come to an end. Wieden + Kennedy (W+K) has been roped in as the creative agency for the brand, confirms Ankush Arora, vice-president – marketing, sales and service, General Motors India. The story, however, does not end there, he adds.

Leo Burnett and W+K to share the GM portfolio

Alongside, W+K has also been handed over two more pieces of creative business -- the corporate duties and Captiva. Additionally, GM's second agency, Leo Burnett will now handle U-VA, Aveo and Optra.

Without getting into details, Arora points out that the ad spends for GM in India are 3 -4 per cent of the company's total turnover.

Arora explains that the Cruze pitch was not just for the brand, but also served as a model to finalise an agency that Chevrolet sought for its existing brands. McCann Erickson, Leo Burnett, Publicis India, W+K and D&H Blurb Communications (the entity by Abhinav Dhar, Ajit Hoon and Future Brands) participated in the pitch for Cruze.

Thus far, McCann Erickson, which has been with GM for almost three-and-a-half years, handled the creative duties for Captiva, U-VA, Aveo, Optra and the retail advertising part of the corporate account, which included activities at the dealer level, showroom activation, and other below-the-line programmes.

Leo Burnett, which has been with GM for two-and-a-half years, handled Chevrolet Spark – one of the sales booster brands for GM in India – and Tavera. It also handled the advertising for Chevrolet's corporate duties in television, print and other lead media.

With the new development, Leo Burnett will take care of the creative duties of five, instead of the erstwhile two, brands.

GM signs a three-year deal with its creative agencies, reveals Arora. The deal with McCann, had ended six months ago, but the company decided to carry forward the relationship for some more time.

In the case of Leo Burnett, Arora explains that the contract has been extended for a year, and further decisions will be taken after that.

When asked about the reasons behind McCann Erickson's exit Arora said that they have shared a fruitful relationship with the agency.

Dismissing media reports about GM allotting the creative duties for its mini-car, which is to see a year-end launch, to W+K, Arora clarifies that a pitch would be called as the launch date draws closer.

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