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General Motors by-passed its cocoon of roster shops in choosing creative boutique Modernista! to handle the $20 million Hummer account. It is an effort to employ fresh thinking and better reflect the brand, a company executive said.
“It would have been easier just to go and pick a roster shop because we already know what their capabilities are, ” said Marc Hernandez, brand manager of Hummer. “But [Modernista!] offered a fresh perspective as to how they would communicate the message of the brand essence to [the vehicle’s] customers.”
Two GM shops, incumbent Pyro Brand Development in Dallas and McCann-Erickson in Troy, Mich.,
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