Car Maker Tunes Up Service Spots

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

General Motors will launch a national campaign this fall via Bcom3’s D’Arcy Masius Benton & Bowles, Troy, Mich., for GM Service and Parts Operations, including the division’s first TV spots in two years.

TV was deemed ineffective in the past, largely because only about half of GM’s 7,400 dealers used the Goodwrench name, said Tom Downey, D’Arcy senior vice president and group account director.

That will change in January, when GM is scheduled to drop its certification process and dub all of its dealer-service operations Goodwrench, said Jon Brancheau, director of brand marketing for GM Service and Parts Operations.

Dealers are being asked to form local marketing groups for their service operations, similar to those used on the vehicle-sales side of the business, Brancheau said.





AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in