Starcom Wins GM Out-of-Home Media

CHICAGO General Motors has awarded its out-of-home media chores to Starcom, the agency has confirmed. The work is likely to be worth $30 million this year, sources said.

The Chicago-based Publicis Groupe unit said it won the account after a review that included media buying incumbent, Interpublic Group’s Mediaworks in Detroit. The client held the review because it intends to broaden its use of outdoor advertising, according to a representative for Starcom.

The representative said there are no plans to put national TV or print media buying into review.

Sources estimated that GM’s outdoor spending would increase to roughly $30 million. The company spent about $20 million on outdoor advertising last year, according to Nielsen Monitor-Plus.

Starcom sibling unit Planworks in Detroit handles planning on GM’s media account. GM spent nearly $2.2 billion on domestic ads, according to Nielsen.

The client could not immediately be reached.