GM taps Starcom IP to drive digital marketing

Hong Kong- General Motors Asia Pacific has tapped Starcom IP to drive digital marketing in the region and the agency will be charged with developing digital insights, strategy, marketing programs and measurement metrics as well as best practice development.

 "We are confident that this association will enable GM Asia Pacific to implement the best digital marketing ideas in the region that leverage the global developments, and are customized to meet the diverse needs of the AP region," Vinay Dixit, regional marketing manager for General Motors Asia Pacific said.

 "These are exciting times as more and more Asian automotive shoppers are going digital at key points in their search and decision process. While the Internet is important in all markets in Asia, mobile, gaming and broadband are emerging as powerful avenues in several markets, as consumers, both young and mature, embrace technology with unprecedented eagerness," Pushkar Sane, general manager for Starcom IP Asia said.

The initial phase will see Starcom IP develop strategy and guide activation of GM brands using all available digital avenues and establishing region-wide metrics of in-market digital activity and its performance to General Motors.

The agency is also in the process of setting up a multi-location team to work on the GM business, with the regional strategy team based in Hong Kong and likely to be headed by a senior person who is expected to join Starcom IP shortly.