GM Shifts Control of Local Spot

GM Mediaworks will gain oversight of $800 million-plus in billings as the dedicated General Motors buying shop takes over local broadcast buying for GM from Interpublic Group sister Local Communications, Inc., a unit of Universal McCann.

The car maker has upped its total spend in spot buying to more than $800 million from $300 million, as buying for local dealer groups was added to LCI’s chores, sources said.

The impetus for the shift, which will take place within the next month, was the “explosive growth” of local broadcast spending in the past year due to the formation of the dealer groups, said Michael Browner, GM executive director, media and marketing operations.

Browner added that moving local broadcast leadership to Mediaworks was a joint idea between him and IPG chairman John Dooner.