General Motors drops network AORs as it moves to line-up of “best agencies in the world”

General Motors is shifting away from its traditional agency of record (AOR) model, which was primarily centered around Interpublic’s Commonwealth/McCann, and is now partnering with a variety of smaller and independent agencies. This new lineup includes Stagwell’s Anomaly, indie agency Mother, and S4 Capital’s Media.Monks, the latter being tasked with content production. Leo Burnett Detroit has also lost a significant portion of its business.

The revised creative roster consists of Anomaly and 72andSunny from Stagwell, along with independents Mother and Preacher. Media.Monks has been brought on board to implement a modern approach to real-time and efficient content creation. Omnicom’s Precision Marketing Group is taking the lead on CRM for GM, while Dentsu’s Carat continues to handle media responsibilities.

Anomaly will oversee Chevrolet, Mother will handle Buick, 72andSunny will take on Cadillac, and Preacher will manage GMC. GM’s Global Chief Transformation Officer commented that the company has chosen the best agencies globally, moving away from the traditional AOR structure to a more flexible roster that better meets their needs.

Previously, Commonwealth/McCann, employing around 450 people in Detroit, was responsible for Chevrolet, while Publicis Groupe’s Leo Burnett managed creative work for Buick, GMC, and Cadillac.