GM to Revitalize Goodwrench

General Motors will launch a national campaign this fall from Bcom3’s D’Arcy Masius Benton & Bowles for GM Service and Parts Operations, including the division’s first TV spots in two years.

TV had been dropped largely because only about half of GM’s 7,400 dealers used the Goodwrench name, said Tom Downey, the Troy, Mich., agency’s senior vice president and group account director.

That will change in January, when GM is scheduled to change its certification process and dub all of its dealer-service operations Goodwrench, said Jon Brancheau, director of brand marketing for GM Service and Parts Operations.

Dealers are being asked to form local marketing groups for their service operations, similar to those used on the vehicle-sales side of the business, Brancheau said.