Olds Fuses Top Marketing Post

General Motor’s Oldsmobile division will be the guinea pig for a brand experiment that combines advertising, promotional and Internet responsibilities into one position.
The first of six new marketing communication managers, Cynthia Babcock, took the reins this month to oversee Oldsmobile’s corporate brand communications. This is the first attempt by the company to run a division from the top to bottom with an integrated marketing structure, Babcock said.
“The whole corporation is watching what Olds is doing,” Babcock said. “This is a first for GM.”
Leo Burnett, Chicago, is Oldsmobile’s national agency for creative and media planning; media buying is handled at GM’s Mediaworks unit in Warren, Mich.
Communications managers for the individual Olds brands–Alero, Intrigue, Silhouette, Bravada and Aurora–have not yet been named but are expected shortly.
Babcock, who most recently was manager of Chevrolet’s national merchandising, events and sponsorships, said the new approach should make tighter integration possible.
At Chevy, for example, she coordinated the brand’s women’s soccer initiative and took care of promotional arrangements while another managers bought media for the soccer tie-in and helped develop the ad creative.
At Olds, Babcock will handle both sides of the process and ensure that the corporate umbrella integrates with the individual brand efforts in the same manner.