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GM Planworks, the media-planning unit created by the Starcom MediaVest Group to decide where General Motors should spend its $2.6 billion ad budget, is set to open Dec. 1, staffed largely by executives plucked from GM roster shops.
Staffers from outside GM’s realm have also been added to get some fresh thinking, said Dennis Donlin, who became president of the entity when the Detroit office of the Bcom3 media units won the business in July.
“The Detroit media community has been so self-contained, and we really want to break that cycle,” said Donlin of the hiring mix.
Total staffers will number from 150-200.
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