The account is currently held by Interpublic Group agencies Universal McCann and Initiative. Universal holds the business across Europe with the exception of the £60m UK Vauxhall account and the £14m UK Saab account. These two accounts are held by Initiative and will also move into Aegis.
GM's decision follows the switch last year of its $2.5bn US media account from Universal McCann to Starcom MediaVest Group.
Sources close to the account said that GM had made the decision to move the business into Aegis after contractual wranglings with Universal McCann.
It is unclear how Aegis will service the account, but Carat is expected to handle the bulk of the business. Carat handles the pan-European Renault business and recent reports have linked Renault with attempts to buy a stake in General Motors. Vizeum has BMW as a client.
Graham Duff, the chief executive of Universal McCann EMEA, was unavailable for comment.
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