General Motors Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
General Motors is a worldwide maker and marketer of automobiles. The company markets vehicles under the Buick, Cadillac, Chevrolet, and GMC brand names. The company's subsidiary, OnStar provides drivers with safety and security services at the touch of a button. GM's financial division, GMAC offers buyers financing options and insurance. General Motors is headquartered in Detroit, MI.
|Main Telephone||(313) 556-5000|
|Main Fax||(313) 556-5108|
General Motors Corporation ContactsContacts (5/209)
|Johan d.||Executive Vice President - General Motors & President - Global Cadillac||MI|
Sample of Associated Brands
|Tim M.||Chief Marketing Officer - Global Chevrolet||MI|
|Jon L.||Chief Technology Officer||MI|
|Mary B.||Chief Executive Officer||MI|
|Uwe E.||Chief Marketing Officer - Global Cadillac||MI|
|General Motors Corporation||*******|
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Q1, Q2 Opps: GM launching 2016 Cruze, Malibu later this year
Subject: TV, digital, social media, print, sponsorship, Hispanic media
Company: General Motors
Opportunity: During the Q2 earnings call, CFO Chuck Stevens said that the automaker would incur launch-related marketing costs in Q1 and Q2 surrounding the launch of the 2016 Chevy Cruze and 2016 Chevy Malibu. Therefore, look for potential H2 2015/H1 2016 dollars behind these rollouts. TV, digital and print sellers should have the leg up here, but keep in mind that GM is a big Hispanic media buyer as well.
Media Lead Changes: In March, GM announced the appointment of Jonathan Halvorson as director of global media strategy (more here).
Chevy Malibu Spend: According to Kantar Media, GM spent $80.6 million on measured media for Malibu in 2014 - down 48.3% from 2013. About 85% of this – $68.1 million – was allocated to broadcast ads. The majority of the remainder, $7.7 million, went to print ads, while $3.9 million went to display ads. Malibu spent accounted for 4.8% of GM’s total 2014 spend.
Digital Breakdown: Per Moat, GM has run five standard display ads for the Malibu on three publishers so far this year (33% mobile). This should increase toward the end of the year, when the new model is launched. For FY 2014, only seven creatives were run on six publishers, however. Top ad destinations include autotrader.com and scrippsmedia.com.
Chevy Cruze Spend: According to Kantar Media, GM spent $112.4 million on measured media for the Cruze in 2014 – down 11.1% from 2013. The most money was spent on broadcast ads – $79.7 million – while the remainder was allocated to Hispanic media ($21.7 million), print ($8.5 million) and digital ($2.3 million). Cruze spend accounted for 6.7% of GM’s total 2014 spend.
Digital Breakdown: According to Moat, GM has run six standard display ads for Cruze over four publishers so far this year (<1% mobile). Ad destinations include: scrippsmedia.com and theglobeandmail.com.
Agency Relationships: Per The List, Malibu and Cruze’s agency roster includes IPG’s Commonwealth // McCann handles Cruze’s creative.
100 Renaissance Ctr.
Detroit, MI 48265
Director, Global Media Strategy & Branded Entertainment
Chief Marketing Officer, Chevrolet & Global GM Marketing Operations Leader