GM’s Media Director On ROI, VOD, ‘The Apprentice’

Two months ago, General Motors rattled the ad world by consolidating its estimated $3.2 billion planning and buying account at one agency: GM Planworks, a unit of Publicis Groupe’s Starcom MediaVest Group. Then last month, GM was in the spotlight again for cutting its upfront TV budget. In the following Q & A, Betsy Lazar, the auto giant’s director of media operations explains the reasoning behind those moves, how she sees the media landscape shifting and why branded entertainment is a critical piece of the company’s future marketing strategy.