Deutsch Preps OnStar Effort

LOS ANGELES Interpublic Group’s Deutsch/LA has added an OnStar assignment from General Motors, according to sources.

The agency declined comment. GM executives could not be immediately reached.

GM spent $80 million advertising OnStar in 2006, down more than 40 percent from the previous year, per Nielsen Monitor-Plus.

Deutsch’s IPG sibling, Campbell-Ewald in Warren, Mich., has been handling the business.

A representative for that agency acknowledged Deutsch’s work on GM’s in-dash emergency and diagnostic interactive satellite system, but maintained that C-E would retain lead duties on the account.

“As I understand it, one of the GM corporate campaigns [by Deutsch/LA] will include work for OnStar,” the rep said. “It is coming out of GM’s budget for special projects.”

Under the auspices of Mike Jackson, GM North America’s vp, marketing and advertising, Deutsch’s office in Marina del Rey, Calif., has added significant GM business in the last two years, starting with corporate work and special projects for Chevrolet’s racing and baseball programs.

Last fall, the agency was awarded all duties relating to GM’s five-year/100,000-mile warranty program.

In January, the shop snagged GM’s Saturn brand when the client parted with Omnicom Group’s Goodby, Silverstein & Partners, San Francisco.