General Motors recently moved the local portion of its Chevrolet media business from Dentsu’s Carat to Publicis-owned Martin Retail Group, a spokesperson confirmed today.
Chevy is the company’s best-selling brand by a significant margin, and Martin will now handle media planning and buying duties for the brand’s regional dealers across the United States.
“Yes, we are shifting local media buying from Carat to Martin Retail Group,” said the Chevrolet representative, who declined to elaborate beyond noting that Carat will remain global media agency of record for all GM brands, a position it has held since winning a 2012 review.
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