McCann subsidiary MRM will handle the business, which is a new account, and joins sibling PR agency Weber Shandwick on the Chevrolet roster.
The account is said to be "substantial", according to one source involved in the pitch, as General Motors looks to increase its investment in digital marketing.
The account is said to be "substantial", according to one source involved in the pitch, as General Motors looks to increase its investment in digital marketing.
The result coincides with a pitch for Chevrolet run out of Singapore. The client is undecided as to whether the review will be local, or will extend to Southeast Asia.
McCann and Leo Burnett are also contesting, along with Ogilvy & Mather, Religion and Formul8.
Agencies have been tasked to tackle mixed perceptions of the Chevrolet marque, which is either seen as "too American" or a rebadged Daewoo, a majority GM-owned Korean marque, by Asian consumers.
