GM Planworks

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W hen General Motors put its estimated $3.2 billion buying account into review last March, the smart money was on Publicis Groupe’s GM Planworks. After all, the struggling automaker had not included planning in the review—a signal that seemed to indicate GM was satisfied with Planworks as the dedicated planner for the entire GM media account.

But Planworks CEO Dennis Donlin wasn’t taking any chances. He reasoned that at any time during the review—which was billed as a shootout between Planworks and the incumbents, Interpublic Group’s Mediaworks and LCI, which handled national and local buying, respectively—the rules could change.

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