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GM Consolidates CRM

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BOSTON General Motors has consolidated its customer relationship management chores with Interpublic Group agencies Campbell-Ewald and Mullen, the client said today. Both were already roster shops.

C-E will lead the team and the two agencies will work together on all aspects of CRM communications moving forward. C-E evp Tracie Reihm will oversee the C-E/Mullen partnership. The team will work in a common Detroit office, but Mullen said it would also retain its stand-alone office in that market.

C-E has handled various CRM chores for GM over the years; Mullen's has long worked on the GM Card account.

Billings for the overall assignment were not immediately available. Paid media support for the GM Card has been about $15-20 million annually in recent years.

The consolidation was made following a review, but other contenders were not disclosed.

Boston-based Digitas, a unit of Publicis Groupe, which could not immediately be reached for comment, has handled some CRM work for the client in the past. Sources said Digitas, which stays on GM's roster for various assignments, participated in the pitch.

Tony Hopp, C-E CEO, said in a statement that the consolidated team approach should speed up responses to marketplace opportunities and increase overall effectiveness and efficiency.

"This is a great example of IPG agencies collaborating to bring clients best-of-breed solutions," added Joe Grimaldi, CEO of Mullen.