GM Taps Carat for Global Media Planning and Buying

Consolidates $3 billion account with Aegis agency

Carat has kicked off 2012 with a much anticipated win. On Tuesday, General Motors announced that it had selected Carat, a part of Aegis Media, to handle its global media operations.

The $3 billion GM account puts Carat at the helm of all GM global planning and buying duties for consumer-facing media, which includes broadcast, digital and social media. 

“We wanted a media agency partner with the sophistication to leverage global marketing opportunities,” said Joel Ewanick, GM's global chief marketing officer, in a statement. “Carat has an innovative approach to drive significant marketing value, and their service model has been tailored to align well with our global and regional brands."

Carat plans to hit the ground running on its work for GM, which includes most global regions, excluding China, India and Brazil. In the meantime, incumbent agency Starcom, which enjoyed a long relationship with GM, will serve the automotive company through the end of June.