Lowe Lintas Will Share Creative Duties on $90 Mil. Sierra Account
DETROIT--Berlin Cameron & Partners has picked up additional business from General Motors' GMC division, gaining a share of the work on Sierra, its biggest spending brand, the client confirmed.
Previously, the brand was associated solely with Lowe Lintas & Partners (formerly Ammirati Puris Lintas). The two New York shops are now sharing duties, and Berlin Cameron is being considered for even more GMC assignments, sources said.
GMC spent nearly $90 million of its total $250 million U.S. ad budget on the Sierra line in 1999, according to Competitive Media Reporting. That amount is expected to rise in 2000 as GMC prepares to launch the 2001 Sierra C3 this fall.
GMC executives confirmed Berlin's involvement but downplayed its significance.
While acknowledging the move, GM's Bob Kraut said it is not unusual for GMC to use multiple agencies for projects and added the client is happy with Lowe's performance.
"Since the Lowe merger with Ammirati, the attention management has given to the account and the quality of the thinking has been very strong," said Kraut, who was ad director of GMC brands until a reorganization last month. Mark-Hans Richer, the current GMC ad director, could not be reached for comment.
"If anything, it seems like GM would rather work with fewer agencies rather than more," a source said. Executives at both Berlin and Lowe Lintas referred calls to the client.
Both roster shops are now developing concepts and producing work on the brand, sources said.