Saturn Launches Review

DETROIT – General Motors’ Saturn unit is inviting agencies, including incumbent Hal Riney & Partners, San Francisco, to pitch ideas for the fall 2002 launch of its new Ion model, said Mike Gardner, a Saturn representative.

The review will last about four months with a decision expected next March, Gardner said. Saturn will consider both current GM roster shops and outside agencies, he said. The review committee will include Saturn executives, including Jill Lajdziak, vice president of sales, service and marketing, as well as Saturn dealers.

Gardner said billings have not been finalized. GM generally spends between $30 and 50 million on new model launches, per CMR.

The decision to look at outside shops was made at the Saturn level and did not involve any marketing executives from GM, he said.