GM Global Media Account Totals Around $3 Billion

General Motors amazed the audience when it announced its global media review, which by the way it is a huge one. In March 2011, the manufacturer reported global advertising costs of $4.26 billion for the year 2010. Analysts believe that the review applies only to paid media. Furthermore, General Motors revealed that it uses more than 20 media-buying companies worldwide and the count doesn’t include creative agencies.

Also, General Motors spent about 67% of its 2010 global advertising in North America, according to AdvertisingAge. Also, the media spending count follows after a significant period of changes for GM advertising since to company passed by bankruptcy. Two of the most important companies which GM is working with are Starcom, which has worked with the manufacturer since 2005 and Carat, which handles GM in Europe.

"As part of its normal review of business processes, General Motors will request proposals on ways to improve the efficiency and effectiveness of its global operations for purchased media. The request for proposal (RFP) will be issued to several global media companies and will include all consumer-facing planning and buying operations in support of all media channels including print, digital, broadcast, SEO and social media," GM, as cited by the source

"We're looking for an innovative model that helps us become more effective in leveraging global marketing opportunities more efficiently. We will make a comprehensive assessment of all options before reaching a decision and in fact, may end up validating our current approach,"Joel Ewanick, GM VP-Global Chief Marketing Officer, was quoted as saying by the aforementioned source.