GM in new comms drive

SHANGHAI General Motors (GM) has signalled a significant shift in its communications strategy as the US-based auto giant ups the stakes in its battle for the lucrative China market.

Currently regarded as the number one manufacturer in China, after overtaking bitter rival Volkswagen, GM has charged Weber Shandwick with handling the rollout of a new long-term PR drive.

Encompassing internal communications, B2B, partner, supplier, distributor and government relations and public affairs, the integrated  blitz will take a different tack from GM's traditional approach, which has focused more on projects and short-term retainers.

GM has used Manning Selvage & Lee in previous years, but the decision to award the brief to Weber Shandwick reflects the company's wider use of the agency in other markets globally, and follows a successful project at the Shanghai Auto Show last year.

Weber Shandwick's China-based EVP, Asia-Pacific, John Russell, said the consultancy pushed the fact that GM needed to look long-term. "We were quite up-front that you can lay the groundwork for a reputation campaign, but you need longer in order to really deliver," he said. "We want to leverage General Motors' expertise in technology, as well as its investment in the China market over the years, from research and development through to assembly lines to manufacturing processes."

According to Russell, the extensive nature of the brief reflects a market trend which places more emphasis on strategy and public affairs, calling it "a turning point for the sector".

Weber Shandwick won the business after a competitive pitch involving at least five agencies.