…as GM appoints German outfit for European initiative

General Motors has ignored three international networks to hire an independent German agency to promote its US brands, Cadillac and Chevrolet, in Europe.

The decision to hire Buhler Flettner & Partner is seen as indicating that the car company is choosing to go for a short-term sales drive, rather than a longer-term branding campaign. The latter is believed to have been proposed by some of the other roster agencies – Lowe & Partners, NW Ayer and McCann-Erickson (MW November 8 1996). At present, GM sells fewer than 9,000 Cadillacs and Chevrolets in Europe.

“The original brief was to exploit the potential of the US cars across Europe,” says one source. “But GM was in a dilemma over whether to go for a strategy that just sold the cars it received in Europe, or create a brand.

“So, for GM to go for a local integrated agency suggests that it is going for a campaign to support the network of dealers across all markets, rather than the branding campaign others were suggesting.”

The first task for the agency will be the European launch of a new Corvette later this year, which was revealed two weeks ago at the Detroit Motor Show.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here