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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
Primary Address
100 Renaissance Center
Detroit, MI 48265-1000
USA

General Motors Corporation Contacts

Contacts (5/202)
Name Title State
Johan d. Executive Vice President, General Motors & President - Global Cadillac MI
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (313) 556-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 100 Renaissance Center
Detroit, MI
48265-1000
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Buick *********
Cadillac ********
Chevrolet *********
Chevy Silverado *********
General Motors Corporation *******

Agency Relationships


Brand Agency Service From To
******* ***** media buying & planning 2012 present
******* ***** media buying & planning 2012 present
**** ** ************ // ****** Creative unknown present
**** ** ***** Media Buying, Media Planning unknown present
**** ** ***** Media Buying, Media Planning unknown present

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DailyVista

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. 

Additional Insight

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. 

General Motors 
100 Renaissance Ctr.
Detroit, MI 48265
(313) 556-5000

Johnathan Halvorson 
Director, Global Media Strategy & Branded Entertainment
(313) 556-5000
jon.halvorson@gm.com

Tim Mahoney 
Chief Marketing Officer, Chevrolet & Global GM Marketing Operations Leader
(313) 665-6566
timothy.mahoney@gm.com