General Motors Consolidates Diversity Growth Market Creative Efforts.

General Motors announced the consolidation of its diversity advertising and marketing efforts with four agencies. This move follows GM’s formation of its Center of Expertise on Diversity Growth Markets that focuses on the women’s and youth market and the growing markets for African American, Hispanic American and Asian American consumers.

“Consolidating our business at one agency for each target market will provide a more efficient operation. The selected agencies have each demonstrated their ability to successfully reach these important groups with great creative, and build the business,” said Judy Hu, Executive Director, Advertising and Marketing, Strategy and Operations.

Carol H. Williams Advertising (CHWA) of Oakland, CA will manage all creative efforts for the African American market. CHWA is known for its proven track record of putting forth exceptional strategic thinking and business-building creative.

Accentmarketing of Coral Gables, FL will manage all Hispanic marketing efforts. Accentmarketing has been Chevrolet’s agency of record since 1998 and added the GM corporate account in 2001.

Innovasia Advertising of Los Angeles was named the agency of record for all Asian American advertising and marketing. Innovasia has managed the Asian American programs in GM’s Western Region for the past two years and also expanded its role with GM in 2001.

Vigilante of New York, NY will manage creative efforts for the youth market. Vigilante develops innovative communication strategies and execution that use both traditional and non-traditional media channels and is best known for its award-winning work for Snapple’s Mistic brand.

“We believe a consolidated effort will yield the results and market share we’re seeking,” said Hu. “We are excited about our decisions and look forward to a long-term relationship with each of the selected agencies.”