NEW YORK General Motors is shifting national creative duties on its Saab nameplate from Interpublic Group's Lowe to sister shop McCann Erickson in Detroit, GM confirmed on Thursday.
Saab spent $55 million on U.S. ads last year, down from more than $100 million in 2005, per Nielsen Monitor-Plus. The client spent $6 million in domestic media in the first six months of 2007.
At the same time, GM is re-consolidating its corporate image business at McCann in Detroit, after splitting duties between McCann and another IPG shop, Deutsch/LA in Marina del Rey, Calif. Deutsch's portion of the GM corporate business is estimated at approximately $160 million.
The moves take effect Jan. 1.
A GM representative described the shifts as a "realignment" within IPG and said they did not reflect on agency performances. "We continually look for ways to be more effective and efficient," the rep said.
The moves are a huge boost to McCann Detroit, which earlier this year lost creative duties on Buick to Publicis Groupe's Leo Burnett. On the flip side, Lowe in New York has been stripped of its last piece of GM business, following the recent exit of GMC, which also landed at Burnett. (GM announced the GMC and Buick shifts in June and they will be completed by Oct. 1.)
Lowe, which had handled factory duties on Saab since 2001, did not return calls. International duties on Saab will continue to be handled by Lowe offices overseas, according to the GM rep.