Lucrative General Motors ME account up for grabs

PR firms across the region are to pitch for the General Motors account after the firm revealed its three-year contract with Hill and Knowlton has ended.

It is to issue a tender inviting agencies to pitch for the account, which covers GM's business across the GCC and the Levant countries - Lebanon, Syria, Jordan, Iraq and Yemen.

The agency which wins the account will look after the General Motor corporate brand as well as its divisional brands - Chevrolet, Cadillac, GMC, Opal, Hummer and Saab and its after sales service business.

Saada Hammad, regional communications and public relations manager for GM Africa and Middle East said the firm would be inviting Hill and Knowlton to re-pitch for the account but that it was keen to see what other agencies had to offer.

"From our point of view we always want to be working with the best.

"In three years things change, new players come to the market and you want to be able to take a fresh look at your business

"It's just about giving the opportunity to the current agency and other agencies to give you some ideas and look at things differently."

Hammad revealed that around 10 to 12 agencies would be invited to pitch for the initial credentials phase of the tendering process and that at this stage she would be looking for evidence of a strong interest in the motoring business.

"It is important that the team that will work on our business has the knowledge and the passion for cars as well as the understanding of how we come to market.

"Another key area is media relations and (the ability to) counsel us on how we maintain our presence or improve our presence in the media in a positive way," she added.

Hammad described the account as a very lucrative one for any PR agency. "We are in a growth mode from a business point of view. We've just grown 24% from 2005 to 2006 and we are one of the biggest players in the region."

She said the firm had been happy with Hill and Knowlton's performance in the past three years.

"The last three years have been three years of growth for our business. Lots of product launches, lots of new ideas, creative ideas in the area of corporate communications and media relations."

Paul Venn, Deputy General Manager Hill & Knowlton, UAE confirmed the firm would re-pitch for the account: "Hill & Knowlton has worked with General Motors across the Middle East for more than 3 years during which time we have achieved some tremendous results together," he said. "We will be taking part in the renewal process and look forward to working with the GM PR team into the future as their success continues in the region."

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