As GM Reviews Media Agencies, Lessons from 1992 GM Review
I served as General Motor's consultant in 1992 and developed the reports and recommendations that led to the creation of GM Mediaworks at IPG, and a few years later to GM Planworksnested within Publicis. GM shook up the media and advertising agency world this year when it announced it would conduct a review of its more than four billion dollar global media account, of which an estimated 65 to70 percent is invested in the United States. The parallels between the 1992 review and this new review are striking, and there are important lessons to be learned for the companies with a vested interest in the outcome, which include most agency holding companies and media sellers. Watch this week's Video Media Business Report for insights into the current review from my 1992 report to GM management. Corporate subscribers to the weekly Jack Myers Media Business Report can read more details from the 1992 Report and see my forecast for the outcome of the current review. Visit www.JackMyers.com.
Subscribers can access the report at www.jackmyers.com. I share exclusive insights from the report in this week’s Video Media Business Report, available belowand through Reuters Insider iPad app, which is available at no cost to all Media Business Report subscribers.