General Motors streamlines its CRM

Share this content:

General Motors is retaining two Interpublic Group agencies on its CRM roster to work together on its Lifecycle CRM and the GM Card going forward.

Mullen, which has long worked on the GM Card; and Campbell-Ewald, another long-time GM partner, will focus on owner and conquest marketing, card member initiatives and discount programs from employees, suppliers, military, college and dealers. The two shops work in a common Detroit office under Campbell-Ewald EVP Tracie Reihm.

“GM is focused on retaining its owners, and the lifecycle strategy has a heavy emphasis on optimizing our relationship with our owners,” Jody Stidham, director, CRM lifecycle management, GM, wrote in an e-mail. “Our objectives are to also continue our successful conquest initiatives.”

“We were finding if difficult to have different agencies touching this same piece of the business,” Kelly Cusinato, communications manager for advertising and promotions at GM, added. “This was not a big change, more an evolution. The staff decided that they were willing to do it that way, and it was the best way to gain some efficiency and streamline the work in terms of point of contact with customers.”

Campbell-Ewald and Mullen were chosen to work together after a review. Other contenders were not disclosed. Digitas, another agency that works with GM, will continue to do work that touches other CRM areas.

GM reported on August 1 that it had sold 2.3 million vehicles in the second quarter of 2008, compared with 2.4 million the previous year. Excluding charges, the North American business had a $4.3 billion loss, with revenue dropping by one-third to $19.8 billion.

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above