GMAC Selects BBH for Global Role

BOSTON GMAC Financial Services has selected Publicis Groupe-backed Bartle Bogle Hegarty in New York as its global lead agency following a review, the client said today.

The company’s ad spending in the U.S. alone was $13 million last year and it spent $4 million in the first quarter of 2008, per Nielsen Monitor-Plus. GMAC spent almost $25 million in 2006. GMAC’s estimated global ad spend last year was $15 million.

A client representative said GMAC has worked with various shops depending on particular lines of business, though none held a lead-agency position. BBH does not replace any specific shop. “Our intent is to transition to a global marketing agency of record to better align our efforts and maximize our impact,” the rep said.

There was a review, with five finalists presenting to GMAC’s marketing team.  The lead decision-makers were chief marketing officer Sanjay Gupta; Vinoo Vijay, brand and relationship marketing executive; and Andrea Riley, director of advertising and branding.

The other contenders were: Avenue A/Razorfish with Modernista!; Grey + G2 and others; Mullen and R/GA; and iCrossing with M&C Saatchi, the rep said.

The Rojek Consulting Group in Cleveland led the review process.

GMAC is a global, diversified financial services company that operates in 40 countries in automotive finance, real estate finance, insurance and commercial finance businesses. GMAC was founded in 1919 as a wholly owned subsidiary of General Motors. In November 2006, GM sold a 51 percent controlling interest in GMAC to an investment group that included Cerberus Capital Management, Citigroup, Aozora Bank and a subsidiary of PNC Financial Services Group.