When Mike Rosen joined GM Planworks last fall, his thoughts were read by more people than he intended.
After General Motors combined its media buying and planning functions last year, much of Rosen's buying team from GM Mediaworks moved with him to GM Planworks. To get his colleagues plugged into their new company, he would post daily essays on the GM Planworks Intranet site. "Mike's Musings" addressed media, marketing and other issues.
Rosen's essays caught the eye of Betsy Lazar, GM's executive director of advertising and media operations. "Even if it's bad news, it's usually presented in some way that will make you laugh," says Lazar, who communicates with Rosen by phone or e-mail five to 10 times a day.
Rosen, 44, is a key player in changing the way GM sends marketing messages. GM is shifting from simply buying TV time for 30-second commercials to investing in branded entertainment, multimedia platforms and experiments in video technology.
Says Rosen: "This is the best time in the industry's history to be a media buyer."