General Motors has created GM EventWorks to handle its
sports and event marketing. The new group will be managed
by Kaleidoscope Sports and Entertainment, a joint venture
between Interpublic Group and Kaleidoscope Media Group.
Responsibilities for GM EventWorks include strategic
planning, financial management, contract negotiations and
program implementation (GM).
DETAILS: GM North American Ops VP/GM Marketing &
Advertising Phil Guarascio said that the new unit "will work
on the GM umbrella brand and filter deals down to GM's
vehicle divisions." AD AGE's Jean Halliday reports that GM
EventWorks will also review the one million sponsorship
proposals GM receives annually and create events GM can own
and will oversee and produce the events. GM EventWorks will
be paid "based on an annual fee, with additional payments
for activities popping up during the year." It has already
begun organizing GM's WNBA sponsorship and is working on
tie-ins with the PGA. Kaleidoscope Sports Exec VP/COO Bruce
Albert is the new President of GM EventWorks, which will
open a Detroit office but will keep two headquarters in
Detroit and New York. The account is "expected to grow"
from approximately $10M this year (AD AGE, 7/14 issue).
