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Tony Cervone of General Motors: Our global review of PR Agencies aims to improve our abilities
23 de noviembre de 2015
La revisión tendrá lugar en 2016, a excepción de Cadillac, que será este año
GM launched a global review for all of its PR agency partners, aiming to consolidate its account with one agency of record per brand. Tony Cervone, Senior VP Global Communications for the automaker, said the review will take place in 2016, except for Cadillac, which will begin this year. “We’re not able to fully take advantage of agencies and their abilities to run effectively and globally counsel us and leverage our skill sets” said Cervone. Each GMs brand, such as Chevrolet and Cadillac currently served by many PR firms- will consolidate in one global partner. The automaker will invite its current agencies, such as Weber Shandwick and MSLGroup, which both do corporate work for GM; and FleishmanHillard and John Doe, among others now on the roster to compete in the reviews. While Cervone declined to disclose budgets, he said that they will not be trimmed. “We’re not trying to drive fear into the agency world” he added. “It’s really about transforming how we’re working with agencies and the way we’ve historically used agency resources to build on what we do normally every day.” For Cervone, with a more streamlined communications team the company and its brands will have better message consistency around the world.
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