Buick Dealer Shops Pool Creative

Alliance Responds To GM Push For Consistent Brand Image In Ads
CHICAGO–Responding to General Motors’ field reorganization, three of Buick’s four “preferred” dealer agencies are joining their creative forces.
Creative teams from those shops–Cliff Houser & Associates in Bay City, Mich.; Denniberg in Potomac, Md., and Jordan/Tamaraz/Caruso in Chicago –are working together in an effort to create a unified Buick message, agency principals said.
“There’s no reason to be running three different [Buick] Century ads in Michigan” for different dealer groups, said Chuck Jordan, JTC partner.
The agencies will meet regularly to discuss creative strategies and pass along spots showcasing different cars and specials.
The move was spurred by GM’s repeated urgings that the dealer agencies “get common,” Jordan said.