Channel Marketing Capabilities Adds $400 Mil To Burnett’s Billings

You may have heard that automotive behemoth General Motors shifted its Buick and GMC truck advertising accounts to Leo Burnett without a review.
Sun Times ad columnist, Lewis Lazare, says it wasn’t a creative decision, although he despises McCann Erickson’s new tagline for Buick, “Drive Beautiful.” In fact, Lazare calls the line “horrendously stupid.”
Rather, GM wanted to establish Buick, Pontiac and GMC in one retail channel. Giving one ad agency all three car accounts allows marketing to mirror the distribution strategy. (emphasis added)
Burnett is already the AOR for Pontiac. All three accounts will be managed from Burnett’s Detroit office.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.