ADOTAS – Snip! The General Motors media services unit devoted to GM has cut 5% of its staff (25 posts) and plans to put a new emphasis on digital, according to reports. The news comes three months after the unit’s chief, Dennis Donlin, stepped down.
The unit, GM Planworks, is under the Starcom MediaVest Group umbrella. GM is preparing to shift 50% of its $3 billion ad budget into digital and one-to-one marketing within the next three years, AdAge reports.
“It is always difficult to make these decisions,” Laura Desmond, Starcom’s CEO, said in a statement. “But we must also heed the evolving landscape, and we believe a streamlined model will allow us to make more strategic investments in the capabilities that are driving growth in this industry, including digital talent and tools, multicultural, consumer intelligence/research and innovative vendor partnership opportunities — assets that become increasingly vital to the success of all consumer connection plans.”