By Katy Eckmann
ATLANTA–Martin Advertising in Birmingham, Ala., last week snared its fourth regional General Motors account, according to sources, as it took home the estimated $16-18 million Southeast regional business for both the Pontiac and GMC lines.
Conducted in Atlanta, the Southeast review included Martin; Alliance for Automotive Marketing, Albuquerque, N.M.; Graham Advertising, Colorado Springs, Colo.; and Nichols Media Consultants, Sioux Falls, S.D. All are among the seven Pontiac-GMC approved agencies competing for an estimated $150 million in dealer advertising spending.
The Southeast region comprises Georgia, Florida and parts of Alabama and the Carolinas.
Also last week, sources said Alliance was tapped to handle GMC’s ad duties in the Great Lakes region. The agency beat out Martin; Roberts & Russell, Knoxville, Tenn.; and SAS Partners, Troy, Mich. Martin had already secured that region’s Pontiac account last month. Neither budget was disclosed.
Martin officials referred Adweek’s inquiries to the client, which had not returned calls at press time.
The Northeast region–including New York and the states of New England–heard presentations Friday for its Pontiac ad account. Participants were said to include Graham, Martin and Terry L. Butz Creative, Waterloo, Iowa. There was no decision by press time.
The Northeast’s GMC business was assigned to SAS Partners without a review. Neither budget for the Northeast region was disclosed.
In May, Martin won advertising duties for both the Pontiac and GMC lines in the Eastern region, valued at $20 million, and the mid-South. Billings for the latter region’s advertising were not disclosed.
The GMC business in the mid-Atlantic region, $14 million, went to Roberts & Russell last month; Graham won the $12 million Pontiac line. –with Tanya Gazdik
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