The World: Detroit - GM $2.8 billion media account goes into review

General Motors has put its $2.8 billion national and regional media buying account up for review. The car manufacturer was the second-largest US advertiser in 2004.

The incumbents on the account, the Interpublic-owned agencies General Motors Mediaworks and LCI, have been invited to defend the business, which will be allocated in an internal review.

Mediaworks, General Motors' dedicated media buying agency, was formed in 1994. In 2004, Starcom MediaVest won General Motors' out-of-home account from Mediaworks.

The Detroit-based agency General Motors Planworks, a Starcom sibling, has been the manufacturer's dedicated media planner since 2000.

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