Leo Burnett Detroit | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: General Motors taps creative diversity AOR (Score 24)

Automotive giant Carat to increase GM's EV adoption, amplify cultural moments, along with social justice, and elevate the company's brand.

GM's new approach will reportedly apply to a broad range of diverse media; it includes a goal of increasing spend with Black-owned media to 2% in 2021 and 4% in 2022. The company is working to become one of the most inclusive companies in the world, and it's planning an all-electric future. 

View recent digital and national TV spend for top brands, respectively courtesy of here.

When referring to GM's new approach, diversity marketing and development director Tarshena Armstrong said that "It's all about authentic connection." Authenticity marketing tends to have positive results among Gen-Z and millennials (more here). Therefore, upcoming work from Majority will probably target this relatively young audience. This demographic tends to engage well with digital channels, so GM may make future forays into additional digital channels such as TikTok, YouTube, paid social, Twitch, the metaverse, OTT and/or podcast. Kantar data reports the company also utilizes print, radio, OOH and local broadcast.

Agency & martech readers - Agency reviews often follow one another, so get in touch soon to offer creative, media, PR and/or digital analytics services. GM works with multiple agencies at a time; as I briefly stated, Majority is the fourth multicultural agency currently on its roster. Along with the aforementioned agency partners, GM's roster includes creative AOR MSLGroup. GM often, but not always, works with agencies located in Detroit, so agencies headquartered in this city may have an advantage.

View our recent update on here.