GM Ponders Consolidation of Media Planning

Middlebrook Plans No Major Shifts From Guarascio’s Path
DETROIT–General Motors is considering a consolidation of its media-planning duties, now spread among roster shops, at a single agency, the automaker’s top marketer said last week.
The proposed consolidation is one of the few big changes John Middlebrook laid out in an interview last week, three months after taking over as GM’s marketing chief upon Phil Guarascio’s retirement.
Middlebrook, 59, said he does not plan any major shifts in spending or strategy, and that GM, Detroit, will still use nonroster shops for projects.