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NEW YORK General Motors has selected Publicis Groupe’s Starcom MediaVest, for its $3.2 billion domestic media business following a review, the client confirmed.
The incumbents were Interpublic Group’s GM Mediaworks in Warren, Mich., and LCI in New York, which handle national and regional buying, respectively. Those shops defended in a shootout against Chicago-based Starcom.
The automaker spent $3.2 billion on domestic measured media last year, per Nielsen Monitor-Plus. (That figure includes more than $600 million in dealer association advertising, which was included in the review.)
Starcom
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