GM’s North American VP Wants To Set The Record Straight

So there was recently a bunch of hub-bub about GM nixing its multi-cultural agencies. We didn’t get what all the fuss was about. Regardless, it turns out that AdAge reported the story wrong anyway. See below.

“Some media outlets have inaccurately reported that General Motors is eliminating the use of African American and Hispanic-owned advertising agencies and assigning this work to general market agencies as part of an overall shift in marketing strategy.

To set the record straight, General Motors is using, and will continue to use, African American and Hispanic agencies to support its multi-cultural marketing activities for its brands as a fundamental strategic focus. In fact, spending in both African American and Hispanic media has increased sharply over the past several years, and we anticipate this trend will continue. GM spends more than any other automotive company on diversity marketing.

The current African American and Hispanic agency rosters follow:

Chevrolet:

African American: Carol H. Williams; Translation Marketing. The account is currently up for review; a decision will be made early next year

Hispanic: Accentmarketing

Buick-Pontiac-GMC:

African American: Vigilante

Hispanic: Lápiz

Cadillac, Hummer, Saab: A decision regarding which diversity agencies will be assigned this work is pending and will be made early in 2008. Accentmarketing retains the Hispanic accounts for Cadillac and Hummer.

Saturn, GM Corporate: A decision regarding which diversity agencies will be assigned this work is pending and will be made early in 2008

After conclusion of the Chevrolet account review, and assignment of the Cadillac, Hummer, Saab, Saturn and GM Corporate business, GM will fulfill our strategy to broaden our diversity agency representation, covering all divisional brands and aligning our agencies to our retail channels. We firmly believe this strategy will strengthen our ability to increase business in the growing diversity market.

Mark LaNeve
GM North America Vice President
Vehicle Sales, Service & Marketing”