Word: guarascio
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...HAUL THEIR "STUFF" TO COMPLEMENT THEIR ACTIVE LIFE-STYLES. Yet GM's new dots, arrows and product teams have also begun to eliminate the rule of its autocrats, who could famously terrify designers and redesign a car by one simple strut around a new product. Says vice president Phil Guarascio, director of GM's advertising: "We're no longer relying on anyone's golden...
Clients have become much smarter shoppers in other ways too. General Motors now has an ad czar, Philip Guarascio, who controls an estimated $900 million corporate marketing and advertising budget. By negotiating huge coordinated media buys for all GM divisions as well as multi-year deals at discounts, he is saving the company about $100 million annually. Guarascio insists, though, that effectiveness, not necessarily price alone, is his first consideration. Says he: "The most important aspect of an agency's performance is to create ideas for us that build business...
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