Big Fuel Cut as GM's Social AOR

Comes months after Publicis Groupe acquires stake in shop

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In the first change to result from General Motors’ global media review, the automaker is cutting social media shop Big Fuel from its agency roster.

The move comes just months after Publicis Groupe acquired a 51 percent stake in Big Fuel, largely because of both companies’ relationship with the automotive giant, which was Big Fuel’s largest client. It’s a major setback for the eight-year-old, New York-based social media shop.

Big Fuel began working for GM in 2010, and when Jon Bond joined the agency as CEO in January 2011, he positioned Big Fuel’s newly opened Detroit office as the start of a Midwestern hub from which to build other marketer relationships.

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