GM's Fraleigh Unmoved

Six months into a top marketing position at General Motors, Christopher Fraleigh said he’s less than thrilled with the automaker’s ad efforts.

“Overall, there is not a relentless pursuit of the absolute best work, both here and at our agencies,” said Fraleigh, who in January was named GM’s executive director of corporate marketing and advertising. “Aver age isn’t good, average is bad.”

Fraleigh cautioned he has no plans to change GM’s agency lineup—which includes Campbell-Ewald Advertising, McCann-Erickson, D’Arcy Masius Benton & Bowles and Lowe Lintas & Partners—but said the car maker’s shops “could be more tireless in their pursuit of excellence.”

Fraleigh reports to John G.