17.12.2004
GM Europe awards single pan-European media contract

GM Europe has awarded its pan-European media planning and purchasing contract for its Opel, Vauxhall, Saab and Chevrolet brands to the Universal McCann agency network, effective January 1, 2005. Universal McCann will be responsible for media planning and purchasing in all 45 European markets in which the GM brands do business.

Universal McCann has a network of regional offices which mirrors GM's presence across Europe. Existing business relationships will continue in some markets where Universal McCann already covers media planning and buying for GM or individual GM brands. The group is dedicated to General Motors within the automotive sector.

The agreement comes in time for the dedicated agency team to plan and execute a media buying campaign to support a major product offensive. GM will introduce 45 new models and variants in Europe in the next five years.