$200 Mil. GM Dealers to Hear From 3

CHICAGO General Motors will hear proposals from three agency teams regarding the regional dealer accounts for its Buick, GMC and Pontiac brands, a company representative confirmed. The business is valued at more than $200 million.

Competing for the business are the incumbents on the accounts: Interpublic Group’s Lowe and McCann Erickson, each teamed with Jay Advertising, and Publicis Groupe’s Leo Burnett and Martin Retail Group, the rep said. A decision is expected by May.

The Detroit automaker recently aligned the three brands into one reporting structure, which led to the review, according to the rep. She said she was unaware of any other dealer groups reviewing their accounts.

GM’s Parts and Service Goodwrench business, however, is also reviewing its advertising account, according to another company representative. The $50 million business is currently at Leo Burnett Detroit; the rep declined to name contenders.

General Motors spent more than $200 million on its Buick, GMC and Pontiac dealer groups last year, according to Nielsen Monitor-Plus. Goodwrench spending was $50 million, according to Nielsen.