General Motors Speciality Vehicles (GSMV) has appointed Carat Melbourne to handle its media account across Australia and New Zealand.
Carat won the account following a competitive pitch process, with GSMV appointing the Dentsu agency for its digital and performance media capabilities, as well as experience creating personalised customer journeys.
The appointment of Carat follows GSMV naming IPG Mediabrands’ Reprise as its creative agency last month.
GSMV’s range in Australia is currently limited to North American-style trucks Chevrolet Silverado 1500 LTZ Premium, the new-entry Chevrolet Silverado LT Trail Boss and all-new Chevrolet Silverado 2500, but will soon include the C8 Chevrolet Corvette.
Order books for the 2022 Corvette officially opened recently, with GSMV pricing the Carbon Edition ‘launch model’ at $189,990 before on-road costs. It will be the first-ever factory-made right-hand drive Corvette, and according to CarAdvice, had received over 100 orders as of November last year.
The first Australian deliveries of the C8 are set to arrive at the end of the year or the beginning of 2022. According to VFacts, 301new Chevrolet cars were sold in Australia in the first quarter of 2021.
Carat Melbourne managing director, Chris Ernst, said: “We’re thrilled to have the opportunity to assist Jodie and 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.”
GMSV general manager of marketing, CX, communications, Jodie Lennon, added: “The pitch was competitive, Carat bring media expertise and diversified business platforms (and are a trusted partner globally).
“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.”
Carat Melbourne also announced two senior appointments, with Richard Lehocz promoted to general manager from his current role, head of client leadership.
Meanwhile, Stephanie O’Donnell has joined the business from Publicis Groupe as group investment manager.
She was most recently the Melbourne investment director for Spark Foundry, and also spent time at Initiative, 303 Lowe, DWA and Mindshare.
Originally published on Mumbrella here.