By Tanya Gazdik and Katy Eckmann
DETROIT–General Motors’ Pontiac-GMC division dealers are more than halfway finished with a series of regional reviews, expected to be completed by the end of the month.
The list of agencies to handle dealer advertising was narrowed from 13 to 7 in March. Those agencies are competing for an estimated $150-200 million in dealer spending.
Martin Advertising, Birmingham, Ala., last week snared the Southeast regional business for both the Pontiac and GMC lines. This region includes Georgia, Florida and parts of Alabama and the Carolinas. Other contenders were the Alliance for Automotive Marketing, Albuquerque, N.M.; Graham Advertising, Colorado Springs, Colo.; and Nichols Media Consultants, Sioux Falls, S.D.
Martin also was awarded the Pontiac portion of the Great Lakes region last week, which centers around the Chicago market. The Alliance was tapped to handle GMC duties, beating out SAS Partners in Troy, Mich., and Roberts & Russell in Knoxville, Tenn.
SAS was awarded the GMC portion of the Northeast region last week without a review. Dealers there heard presentations for the Pontiac business from Graham, Martin and Terry L. Butz Creative in Waterloo, Iowa.
Reviews this week include the Mideast, Rocky Mountain and Southwest regions. Nichols and the Alliance are competing in the Rocky Mountains and Southwest; Martin is competing in the Southwest; and Graham, SAS and Roberts & Russell are competing in the Rocky Mountains.
Reviews for the Pacific Coast, North Central and Northern regions are planned for next week. The Alliance, SAS and Martin are among the competitors in the North Central region, which centers around the Detroit market. The review for the Northern region, which centers around Minneapolis, includes the Alliance, SAS, Roberts & Russell, Martin, Butz and Nichols.
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