General Motors Corp. has named Starcom, Chicago, to handle its roughly $30 million out-of-home advertising media-buying account, the automaker said.
Starcom, part of Publicis Groupe's Starcom MediaVest Group, prevailed in a review, beating out the incumbent, Interpublic Group of Cos.' GM MediaWorks, Detroit, a spokeswoman said. She wouldn't disclose whether other agencies participated.
GM put the account up for review because the automaker intends to step up spending on outdoor advertising moving forward, the spokeswoman said. There are no plans to put up for review the national media and print buying work handled by GM MediaWorks.
Starcom's scale and expertise in outdoor put it over the top, the spokeswoman said.
The spokeswoman wouldn't disclose outdoor spending. An executive familiar with the automaker pegged it at $25 million to $30 million for core brands. GM spent $7.9 million on outdoor advertising last year, according to TNS Media Intelligence/CMR
Starcom sibling GM Planworks handles media planning for GM.