LaNeve: Make do with less marketing money

Mark LaNeve
DETROIT -- General Motors’ top marketing executive says there will be general “belt-tightening in every area” as GM cuts its marketing budget.

Mark LaNeve says he has met with all GM ad agencies and asked them to remove any unnecessary work. That way, GM won’t “directly take down their fees, but they take out some work, and by that the fees come down,” LaNeve told Automotive News in an interview on Thursday, July 17.

GM can market products successfully using little money, he says. For example, GM spent just $10 million to launch the new Pontiac Vibe, LaNeve says. “We hit every target, and only $3 million of that was spent on TV.”

You can reach Jamie LaReau at (Unknown address)

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.