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
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
Modem also created a brand architecture strategy for General Motors,
Opel and Vauxhall, and recently launched a youth initiative called
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