09 October 2000

General Motors announced Friday that it is to move its corporate advertising and marketing account from N W Ayer & Partners, ending a 28-year relationship.

The giant auto manufacturer is to transfer its account to McCann-Erickson Detroit, which already oversees corporate brand management and cross-divisional retail advertising. “We believe this consolidation with McCann will integrate our strategic and tactical efforts”, added John G Middlebrook, GM’s vice president and general manager for vehicle brand marketing and corporate advertising.

GM had been the only clients of Ayer’s office in Troy, a suburb of Detroit, which will now close. Ayer is part of the B Com3 Group, which recently won the $2.9 billion media planning account with GM.

Ayer spoke Tricia Kenney seemed undaunted by the news, claiming that the agency “has just been awarded an undisclosed new business assignment for two consumer products from a major brand, which will more than replace the GM business financially”.

News source: New York Times