The parent company of Holden, General Motors, has announced plans to review its $3 billion global media account, with Starcom Melbourne to take part locally.
The Holden account is incredibly valuable to Starcom. In Australia, Holden spent an estimated $52.6 million on main media in the year to May 2011, according to Nielsen.
A Holden spokeswoman confirmed to AdNews the General Motors account was being reviewed globally and that it would be led out of the US.
Holden’s local media agency Starcom will be involved in the review. The Holden spokeswoman said the review was part of a broader shake-up of General Motors’ media buyers worldwide.
“The company is exploring new opportunities to better manage its media buying, so it can be more effective from a global point of view.”
The spokeswoman said the review was in very early stages, and declined to comment on what shape it would eventually take.
Holden has also declined to comment on whether a specifically local pitch would occur as part of the global process, but reiterated the car manufacturer would be part of a greater global review undertaken by General Motors.
It was reported that the General Motors media account is worth at least $3 billion. Globally, General Motors works with agencies such as Starcom in the US, Carat in Europe and Universal McCann in Latin America.
Starcom Melbourne won the account from Maxus in 2007, in a locally led pitch process.
Creative arrangements are unaffected by the process.
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