General Motors has been hard at work to resuscitate their image. However, come big-time marketing means big-time spending and as a result, GM said that they will be doing a new review of how the company spends on advertising dollars world wide.
“As part of its normal review of business processes, General Motors will request proposals on ways to improve the efficiency and effectiveness of its global operations for purchased media,” GM said in a statement.
“We’re looking for an innovative model that helps us become more effective in leveraging global marketing opportunities more efficiently,” commented Joel Ewanick, GM’s global chief marketing officer in the statement. “We will make a comprehensive assessment of all options before reaching a decision and in fact, may end up validating our current approach.”
GM reported in its annual report in March 2011 that they spent $4.26 billion in 2010 just on advertising alone around the world. Additionally, 67% of that billion figure went towards advertising in North America.
– By: Chris Chin
Source: Automotive News