CAMPAIGN-I: GM kicks off review of European digital work

General Motors is reviewing its multimillion-pound pan-European

digital account. The task has been with Modem Media for the past two

years, and the incumbent, AKQA and Zentropy Partners are on the

shortlist for the pitch.



General Motors has already launched its e-commerce facilities in the UK,

and now both its Vauxhall and Opel models can be purchased over the

internet.



The car manufacturer also sells some of its cars through the web in

Germany, and the review signifies a strategic rethink of the company's

online selling tactics.



The pan-European task will be a strategic and co-ordinating role for

General Motors, rather than a pure website development task for any of

its separate car brands.



A spokesperson at General Motors said: 'We have well-developed solutions

for shopping and buying online. However, we want to roll out our next

generation functionality for e-commerce across Europe.



'As our role changes, and requirements and the industry also change, it

seemed like a good time to have the review.'



The General Motors account was a major win for Modem Media in 1998, and

the digital agency created both the global site, Opel.com, and the

pan-European website, europe.opel.com, to accompany the launch of the

model in 1999, which included local language versions as well as

English.



Modem also created a brand architecture strategy for General Motors,

Opel and Vauxhall, and recently launched a youth initiative called

curve.com.



A number of pan-European online ad campaigns for the launches of the

Speedster, Agila and Corsa were also engineered by Modem Media.



The pitch sees Modem going head-to-head with fellow IPG agency Zentropy

Partners for the General Motors account.



Modem became part of the IPG stable following the network's acquisition

of True North Communications, which owns 43 per cent of the new-media

agency.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).