Campbell-Ewald Given Lead Role On GM Rebate Incentive Program

General Motors has given Campbell-Ewald Advertising responsibility for the direct mail portion of what the automaker is calling its largest incentive effort directed at current GM vehicle owners.
Hoping to boost the automaker’s faltering market share, GM’s marketing and advertising department has put together an incentive reward program called Loyalty First. Rebate offers are being sent to original owners who still have GM vehicles from model years 1986 to 1998. In those years, GM sold about 60 million vehicles, although the company declined to reveal how many rebate offers are going out.
Warren, Mich.-based