Marketing Featured ANZ

General Motors Specialty Vehicles ANZ names Carat Melbourne as media partner

by Kathleen Murata

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June 18, 2021

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Melbourne, Australia – General Motors Specialty Vehicles (GMSV), the newly launched General Motors venture operating within Australia and New Zealand, has appointed media agency Carat Melbourne, to be its media partner.

GMSV is a vehicle business unit that hand-picks the most iconic General Motors cars and brings them to customers.

The appointment comes after a competitive pitch, where Carat won the business based on the depth and experience of its digital and performance media capabilities. The agency showcased a proven track record of creating personalized and seamless customer journeys from media through CX, driving leading-edge business performance.

As part of the partnership, Carat will be supporting GMSV with end-to-end media strategy, planning, implementation, and optimization for its ANZ business. This includes all paid media across its product portfolio such as the Chevrolet Silverado 1500 LTZ Premium, the new-entry Chevrolet Silverado LT Trail Boss, and all-new Chevrolet Silverado 2500, among many others.

GMSV’s General Manager of Marketing, CX, and Communications Jodie Lennon shared that the pitch was competitive but Carat brought media expertise and diversified business platforms.

“GMSV is a challenger brand and it’s essential to have partners who will work in harmony to gather customer insights and use them to guide our in-market activities, with a laser focus on efficiency. We are excited to have Carat in our fold as we continue to build awareness of the GMSV brand,” said Lennon.

Meanwhile, Chris Ernst, the managing director at Carat Melbourne, commented that they are thrilled to have the opportunity to assist the GMSV team launch their incredible products here in Australia and New Zealand.

“I also couldn’t be prouder of the team at Carat. To have been chosen based on our credentials in digital and performance marketing, through to offline strategy, planning and buying is a great reward for the awesome team who were involved in the process,” said Ernst.