New York GM Planworks, the unit of Starcom MediaVest Group that is now handling all buying and planning on the estimated $3.1 billion General Motors account, is renaming its national broadcast team the Video Integration Group. This reflects a strategy to assess and buy all national and local broadcast, broadband and video-on-demand as one video universe.
Heading up the new team will be Mike Rosen, who joins Planworks from Interpublic's defunct GM Mediaworks, where he handled all facets of GM's broadcast and cable network entertainment daypart buying. While at Mediaworks, Rosen collaborated closely with Planworks, which handled only planning until May when it also won buying duties from Mediaworks.
Dennis Donlin, CEO of GM Planworks, said the new structure signals greater coordination among the national broadcast team, key managers of the local TV buying operation and digital execs. "We are connecting those three elements in a unique way," he said. "We are going to drive total solutions to the marketplace through that mix of talent."
In the prior system, Donlin said, LCI, a separate IPG unit, bought spot TV while Cyberworks, a separate unit, bought digital ads. Now, not only will these units be located in the same office, they will meet together regularly.
There have been, "too many artificial firewalls," Rosen said. Now it's one approach, "that is completely fluid and can go in whatever direction will create the best solution [for GM]."
Joining Rosen is former Mediaworks colleague Jennifer Shaw, who as senior vp/managing director of the new VIG, will oversee GM's sports marketing efforts. Both will work out of a newly created GM Planworks office in New York, which will open Oct. 3. About 50 percent of the expanded Planworks operation will be staffed by former Mediaworks personnel, with the rest coming from Starcom and elsewhere. Mary McCauley, who will oversee spot TV buying, has joined from MindShare.