Publicis Media China retains SAIC-GM account

Automotive manufacturer SAIC-GM has reaffirmed Publicis Media China, part of Publicis Groupe, as its media partner, following a highly competitive pitch. 

Publicis Media China won back SAIC-GM with a larger scope that includes media planning and buying for traditional and digital media, performance marketing, and content partnership for its full brand portfolio, notably Cadillac and Buick brands. The partnership, led by Spark Foundry China commenced on 1 April 2025.

More than a year ago, Publicis Media China was SAIC-GM’s media partner for 25 years providing media planning and buying services for traditional media. Publicis Media has raised the bar in client service by establishing a dedicated team that will deeply integrate into the client’s business operations. Leveraging technology-centric strategies and innovative data-driven solutions, the team will work hand in hand in supporting the SAIC-GM’s business objectives.

As one of China’s automotive manufacturers, SAIC-GM has consistently spearheaded industry transformation through forward-looking strategies. Since its inception, it has adhered to its vision of enriching lives by creating innovative automotive products and services.

It is also committed to establishing green manufacturing systems and practices, focusing on innovating eco-conscious and intelligent automotive technologies which contribute to better performance and lower energy consumption. It has been an industry leader for nearly three decades, manufacturing and selling vehicles in diversified segments.

Contributing to the win is Publicis Groupe’s continuous investments in technology including AI which allows Publicis Media China to deliver a full funnel intelligent media ecosystem with industry leading solutions that will help SAIC-GM amplify reach, increase conversion and achieve a greater market share in an increasingly competitive landscape.

Another success factor is the team’s deep knowledge of the automotive industry and SAIC-GM business and its previous strong track record of being a credible and trustworthy partner. In addition, the Groupe’s Power of One service model ensures that the SAIC-GM benefits from an integrated suite of expertise and services spanning the Groupe’s specialty agencies.

Publicis Media China chief operating officer and Spark Foundry China CEO Vivian Zhu said, "We are thankful for the trust SAIC-GM has in us and we are truly excited to partner yet again with such an iconic automotive brand. This appointment not only signals the next level in our collaboration with SAIC-GM but also the recognition of our shared business vision and goals. With 'intelligence' and 'human centricity' as key drivers, we will help SAIC-GM achieve success in building brand value and business impact in a competitive market."

MARKETING-INTERACTIVE has reached out to Publicis Media China for more information.

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