Leo Burnett scoops lion’s share of GM’s ad business

General Motors has consolidated the majority of its regional ad business into Leo Burnett.

The decision follows GM’s calling of a wide-ranging review earlier this year, which led to a multi-faceted pitch that included most of the major advertsising networks and a handful of independents.

Leo Burnett, which was an incumbent on most of GM’s accounts, will now handle Cadillac, Chevrolet, ACDelco, digital, and retail communication for the company. The ACDelco account was previously with Memac Ogilvy. Impact BBDO takes on the activation side of the business, while GM’s public relations brief has moved from Memac Ogilvy to Hill & Knowlton. It is understood that a decision has not yet been made on who will handle the CRM side of this business.

Kamal Dimachkie, managing director for Leo Burnett UAE, Kuwait and Lower Gulf, said: “Retaining and growing the GM assignment 12 years after originally being assigned it confirms Leo Burnett’s ability to bring fresh ideas and business-building creative solutions, particularly during challenging times. This is a phase that requires considerable flexibility and the capacity to innovate, and we relish the challenge.”

GM, which was unavailable for comment, had called the agency review in February in a bid to ensure its agencies were delivering outstanding service.