GM Launches Review for Asian-American Agency

DETROIT — General Motors has started a review for an Asian-American agency to replace Innovasia Communications, which was purchased by GlobalHue and is now part of Chrysler’s multicultural marketing efforts.

The review will be run by Judy Hu, executive director for advertising, marketing strategy and operations. and the head of GM’s Center of Expertise on Diversity, said a GM representative. Hu returned from vacation Aug. 1, when the process began in earnest.

Innovasia’s revenue on the Chrysler business was estimated by sources at $1-2 million. Innovasia worked with GM for three years and handled both print and broadcast.

The GM representative declined to give a budget for Asian American efforts, and said a timetable for the review has yet to be established.

Innovasia Communications resigned the account last Friday when GlobalHue was retained for Chrysler’s multicultural ad agency following a review. GM was aware of the agency’s pending acquisition by GlobalHue but was attempting to convince Innovasia to stay on the account, sources said.