General Motors is planning to review all its PR agencies throughout the globe with an eye on consolidating with one agency of record per brand.
AdAge.com first reported the news.
Each GM brand, such as Chevrolet and Cadillac, will consolidate from multiple PR firms to one global partner, Tony Cervone, senior VP-global communications for the automaker, told Ad Age. Most reviews, except for Cadillac, are expected to take place in 2016.
PR incumbents, such as Weber Shandwick and MSLGroup, which both do corporate work for GM; FleishmanHillard (Cadillac and Chevrolet) and John Doe (Buick and GMC) will compete in the reviews. The budgets will not be curtailed.
"We're not trying to drive fear into the agency world," Cervone added. "It's really about transforming how we're working with agencies and the way we've historically used agency resources to build on what we do normally day in and day out."
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