Buick Agencies Pool Creativity For U.S. Dealers

In response to changes within General Motors Corp., three of the company’s four “preferred” Buick dealer agencies have allied creative forces on dealer advertising.
Cliff Houser & Associates, Bay City, Mich.; Denniberg, Potomac, Md.; and Jordan/Tamaraz/Caruso, Chicago, are working together to create a unified message from dealer to dealer, agency principals said.
“There’s no reason to be running three different [Buick] Century ads in Michigan” for each dealer group, said JTC principal Chuck Jordan.
The agencies will meet regularly to discuss creative strategies and pass along spots showcasing different cars and specials.
The move was spurred by GM’s repeated urgings for the dealer agencies to “get common,” Jordan said.