Buick picks new full-service agency for China

SAIC-GM Buick has appointed McCann Worldgroup China as its full-service agency after a competitive pitch, responsible for the creative and integrated marketing services of Buick's main products in China.

As one of the key enterprises in the Chinese automotive industry, SAIC-GM owns three major brands - Buick, Chevrolet, and Cadillac.  

It covers a wide range of the market from high-end luxury cars, to mainstream and popular cars, offering a variety of vehicle types such as sedans, MPVs, SUVs, and products including hybrid and fully electric cars to meet diverse transportation needs, according to the release.  

Having engaged in a two-year partnership with Buick previously, this full-scale agency collaboration between Buick and McCann Worldgroup China will further deepen the partnership between both parties.  

The first marketing campaign of this collaboration has just been released. Last month, during the Beijing International Auto Show, Buick launched a benchmark product in the MPV market, the GL8 LuZun PHEV, which garnered over 10,000 orders within a mere 72 hours of its launch. 

McCann Worldgroup China will create a series of advertising campaigns for this new car launch, providing robust support for Buick's transformation in the era of intelligent electric vehicles. 

Shao Jia, managing director of automotive for McCann Worldgroup China said, "I am honoured to have the opportunity to be appointed as the full-service agency for Buick. I have a strong emotional attachment to SAIC-GM, as over my 26 years in the advertising industry, I have almost 20 years of experience serving Buick, Cadillac, Chevrolet, and their various models!"

"Our team is passionate and excited about this collaboration, and we hope that in this ever-changing and challenging era, we can provide clients with truly integrated marketing communication services that suit evolving consumer demands," Jia added.

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

Don't miss: Universal Music China partners with Buick to launch brand-inspired song

Back in 2022, Universal Music Group for Brands (UMGB China), the global brand partnerships division of Universal Music Group (UMG), inked deal with carmaker Shanghai General Motors Buick (Buick) for a new original musical project inspired by the carmaker, titled “Guang Zhi Suo Xiang (Where Light Lives)”. The song has been released globally on Republic Records China.

The automobile brand officially debuted the song during its “2022 Buick Owners Day” event in late August, with the highly anticipated music video released on 5 September, performed by Buick’s newly announced “Friend of Buick Brand” and Chinese musical performer Liu Lingfei (Liam Liu).

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