GM Fleet Names White Horse as Interactive Agency

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General Motors Fleet and Commercial Operations, part of Detroit auto giant General Motors Corp., has named White Horse Inc. as its interactive agency of record.


The agency is charged with redesigning www.gmfleet.com and bringing together the disparate GM fleet online properties for a consistent look. There was no incumbent on the account, as the site was handled internally.


"We're taking the approach of identifying their distinct user groups and basically creating the seamless user solution for their Web site," said Jen DeVoe, CEO of White Horse, Portland, OR.


The site is aimed at business owners or businesses that purchase five or more cars. Users can find information on dealer location and car order status. GM wants to expand its customer base using the site.


"We'll be using the site to see how we can more cost-effectively reach those fleets that are under five cars," DeVoe said.


White Horse will work on GM Fleet's online audience segmentation, user definition and interaction flows. The agency will work closely with dealer groups to help them schedule maintenance. It will also develop online tools for vehicle configuration, financing options and order status.


"What we're looking to do with these online tools is bring them into a cohesive experience and monitor them," DeVoe said.


White Horse offers Internet marketing, CD-ROM development and multimedia services. Its clients include IBM Corp., Microsoft Corp., CyberSource, Hewlett-Packard Co., Corning Fiber Optics and Cisco Systems.


In addition to its Portland headquarters, the agency has offices in San Francisco and Washington. Revenue last year totaled $8 million.
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