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General Motors hardly resembles the company it was when it last reviewed the bulk of its media business in 2005.
Since then, the automaker has dissolved and sold noncore marques (Saturn, Pontiac, Hummer, Saab), slashed its global workforce, been rescued financially by the federal government, filed for bankruptcy, and more classically, weathered significant churn in its executive ranks.
Outsiders like global CMO Joel Ewanick have taken charge, with two of GM's biggest-selling brands—Chevrolet and Cadillac—last year shifting to new creative agencies without reviews.
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