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GM FURTHER CONSOLIDATES MEDIA BUYING

 DETROIT, Dec. 8 /PRNewswire/ -- General Motors (NYSE: GM) announced today that it will further consolidate major portions of its media buying activities, a strategy the company first initiated in 1986.
 Philip Guarascio, general manager of Marketing & Advertising for GM's North American Operations (NAO), said that effective immediately the Corporation will begin consolidating all of its national broadcast and print media buying into two specially dedicated units.
 This decision, and the selection of the Interpublic Group (IPG) to serve as the umbrella organization for these new units, was recently made by a special committee of key GM advertising and marketing executives representing NAO's Marketing and Advertising Staff and its vehicle marketing divisions and subsidiaries.
 "The lead agency media buying system that GM introduced almost eight years ago has been an extremely effective process for us," Guarascio said. "It's clear however, that the changes and challenges taking place in our company and in our industry make this an appropriate time to take the process to the next evolutionary level."
 Guarascio added that the new enterprise will function as state-of- the-art independent buying units, totally dedicated to General Motors. The national broadcast unit will be headed by Marc Goldstein, currently executive vice president and director of National Broadcast Media and Programming, Lintas:USA. The print unit will be led by Karen Ritchie, presently senior vice president and director of Media Services for McCann-Erickson Detroit.
 Both Mr. Goldstein and Ms. Ritchie will be members of the GM Media Council and will operationally report through the NAO Marketing and Advertising Staff headed by Mr. Guarascio and its Media Operations Group directed by Michael A. Browner. Richard O'Connor, Chairman of Lintas: Campbell-Ewald, will have administrative responsibility for both special units.
 Jim Jandasek, advertising manager for Chevrolet Passenger Cars and a member of the special committee, said the new media buying process will provide major advantages to GM's Marketing Divisions. "We believe these units will provide the kind of relationship that allows all of us to maintain our individual planning prerogatives yet have a powerful independent resource that will continue to bring new ideas in extending our market leverage," Jandasek said.
 Steve Shannon, director of Consumer Marketing for GM's Saturn subsidiary, who also served on the special committee, echoed Jandasek's enthusiasm. "Our new broadcast and media buying units represent the optimum mix of skills and experience necessary to meet our near-term needs and long-term strategies," he said.
 Guarascio indicated that the corporation viewed the two new buying units as an enhancement of the quantity and quality of thinking and information that GM's divisions get from influential outside resources. He said that while the new units represented a consolidation and separation from the present system, they would in no way be isolated from the day-to-day buying activities and full input of all GM's other agency partners.
 The broadcast unit headed by Mr. Goldstein will be headquartered in New York, while the print unit headed by Ms. Ritchie will be headquartered in Warren, Mich.
 Both units will be fully functional by March 1, 1994.
 -0- 12/8/93 R
 /CONTACT: John F. Maciarz of GM News Relations, 313-556-2034/
 (GM)


CO: General Motors Corporation ST: Michigan IN: AUT SU:

OP -- DE005R -- 1796 12/08/93 13:04 EST
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Publication:PR Newswire
Date:Dec 8, 1993
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