DETROIT -- General Motors Co.s newly appointed marketing chief, Bob Lutz, said he has no immediate plans to review or fire the automakers advertising agencies even though he publicly criticized a recent Buick ad campaign.
Instead, Lutz, 77, told Automotive News he plans to take a more hands-on approach to shaping GMs marketing and advertising.
Lutz said he is meeting with some of GMs ad agencies this week. He has asked them to come up with several creative ideas. While he declined to say the deadline hes given them, he acknowledged GM needs to move fast -- within the next three to six months -- to improve the publics perception after it spent 39 days in federal bankruptcy protection.
Agencies that cant show results eventually will get reviewed, he said.
If after strong senior management direction, the agency, for some reason, repeatedly fails to come up with a product where the customer says, 'Yes! Thats exactly what I want and fails to move the needle, then obviously you start reviewing the agency, Lutz said.
But to come into a job and not look at the way the company has approached marketing and the way the company has directed its marketing and just fire agencies and keep your internal system in place -- the new agency will give you exactly the same advertising that your old agency did.