NEW YORK — GMAC Financial Services has selected a marketing team led by BBH New York as its new global marketing agency of record.
The decision follows a comprehensive agency selection process, as GMAC plans to strengthen its customer relationships and build its business in key markets around the world. To round out the BBH team, new talent will be hired and individuals will be selected from across the Publicis Groupe.
"This is a time of transition in the financial services industry and at our company, and we intend to clearly define our brand and establish our value proposition in the marketplace," said Sanjay Gupta, chief marketing officer. "We need a global agency to support a broad spectrum of work -- from advertising and sales promotion to digital marketing and eCommerce channels, comprehending both business-to-business and business-to-consumer marketing.
"BBH brought together hand-picked talent in bidding for the business and demonstrated best-of-breed capability," Gupta said. "We are confident that our new agency partner understands the changing landscape, and will offer thought-provoking creative execution and integrated marketing solutions to help ignite our brand and reach new customers."
GMAC Financial Services contracted The Rojek Consulting Group based in Cleveland to facilitate the agency review. The process narrowed the selection to five agency teams for final consideration. Marketing leaders representing GMAC's various business units participated in the review.
Since becoming an independent financial services company in late 2006, GMAC has been working to grow and diversify its revenue base. "Our move to one agency of record will enable GMAC to unify its marketing plans for greater impact and a world-class customer experience," said Vinoo Vijay, Brand and Relationship Marketing executive.
BBH New York is a full-service advertising agency. BBH was founded in 1982 and operates corresponding offices in London, Singapore, Tokyo, Shanghai and Sao Paulo.