Planworks Taps Execs for GM

NEW YORK GM Planworks, the unit of Publicis Groupe’s Starcom MediaVest Group that handles all buying and planning on the estimated $3.2 billion General Motors account, has hired Mike Rosen to oversee national TV buying as chief investment officer.

Rosen, 44, joins Planworks from Interpublic Group’s GM Mediaworks, which lost buying chores on the account after GM concluded a review in May.

A second Mediaworks veteran is also joining Planworks: Jennifer Shaw, 41, becomes svp, managing director, overseeing sports marketing negotiations; she will report to Rosen.

Rosen had been svp and manager at Mediaworks, handling all facets of negotiating and buying broadcast and cable network entertainment programming. Prior to joining Mediaworks, he ran his own media buying boutique, Baker Hill Media, and earlier served stints at N.W. Ayer, Campbell-Mithun and J. Walter Thompson.

At Mediaworks, Shaw had been repsonsible for all of GM’s network and cable sports activity.

Rosen and Shaw will both be based in New York. They join Planworks five months after the agency wrestled GM’s TV buying duties from IPG’s Mediaworks (national) and LCI (spot).

Planworks had already handled planning chores and those duties were not part of the review.

Rosen will report to Dennis Donlin, CEO of Planworks. Donlin said that Rosen’s automotive background and his “longstanding reputation for superb client service and innovation makes him a natural fit for our agency.”

The agency is boosting its workforce by more than 50 percent as it prepares to take over the buying duties on Oct. 3.

Most of the expansion is taking place in New York, where the national buying operation will be based in new facilities, and in regional offices being set up in Chicago, Los Angeles, Dallas and Atlanta, where GM has its primary field offices.

Last month, Planworks hired Kathy McCauley as svp, managing director for all local broadcast planning and buying on the account after a 23-year stint at WPP’s Mindshare, most recently in Chicago.

Key GM brands include Chevrolet, Buick, Cadillac, GMC and Hummer.