Buick Drives Epcot Tie-In: McCann Crafts Multimedia Disney/Century Promo

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DETROIT-General Motors is taking its marketing alliance with Walt Disney Co. to the brand level for the first time with a multimedia campaign for the Buick Century from McCann-Erickson.
The program is a prototype for the “inclusive” approach to marketing strategies, coordinating both new and traditional media, that Phil Guarascio, vice president and general manager of GM’s North American Operations marketing and advertising group, said he has been pushing all GM divisions and their agencies to develop [Adweek, June 30].
The Century is the automaker’s first nameplate linked to the new GM-sponsored Test Track attraction at...

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