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General Motors appoints Carat as global media partner with annual spend of $3bn

General Motors has announced the appointed of Carat as its global media partner following a full agency review at the end of last year.

The contract will include a media spend of around $3bn, according to Kantar Media and see the agency handed the remit of handling media planning and buying, search, social media and mobile communications.

The contract will be handled through Carat's team in the US but will cover three areas, EMEA, Americas and Asia Pacific.

Carat's parent company, Aegis Media was appointed as GM's media agency across Europe in 2007.

Joel Ewanick, vice president and global chief marketing officer for GM, commented: "We wanted a media agency partner with the sophistication to leverage global marketing opportunities. Carat has an innovative approach to drive signigicant marketing value and their service model has been tailored to align well with our global and regional brands. They are uniquely positioned to help us form strong media partnerships and drive significant global officiencies."

Nigel Morris, CEO of Aegis Media Americas, described the appointment as 'a defining moment' for the business.

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