LOS ANGELES -- American Isuzu Motors has moved its media buying business to Interpublic Group of Cos. GM Mediaworks, New York, and its media planning to Bcom3's GM Planworks, Troy, Mich., without a review, according to the company.
Incumbent Media Planning Group, New York, and its predecessor shop, SFM, had handled the business since 1991 and from 1982 to 1987 (In between, the business was at Della Femina, Travisano & Partners, Los Angeles). In 2000, the Japanese automaker spent $35 million-plus, per CMR. For the first 10 months of 2001, the company spent about $60 million.
"This was not done because of any dissatisfaction with MPG. It's been a tremendously successful relationship," said Chip Letzgus, executive manager/corporate communications, of the automaker's move to the GM media buying and planning resources. Isuzu is 49 percent owned by General Motors,
"We are always looking at ways to expand our relationship with GM. It has been a process of becoming confident that we can get the same attention and the same quality of buy, as well as the lower rates that Mediaworks can afford us."