General Motors Signs With UTA

Courtesy of GM

The automaker’s brand strategy was previously handled by CAA.

In a highly competitive move, General Motors has appointed UTA its new branded entertainment agency of record, The Hollywood Reporter has learned.

The American automaker, whose portfolio includes Chevrolet, Cadillac, Baojun, Buick, GMC, Holden, Jiefang and Wuling, as well as the in-vehicle security and communications service OnStar, was previously represented by CAA Marketing, which was spun off into a separate company owned by Stagwell Media in September.

UTA Marketing co-heads David Anderson and Julian Jacobs will lead the team that will develop GM’s brand strategy and create opportunities to partner with artists and other creatives across film, television, music, sports, arts and culture.

“We are fortunate and privileged to be working with one of the world’s most iconic brands at such a watershed moment,” UTA CEO Jeremy Zimmer said in a statement. “Under the guidance of [chairman and CEO] Mary Barra and her team, GM is demonstrating innovative leadership, and we love the challenge of working in partnership with them to drive that innovation within the entertainment industry.”

UTA Marketing’s roster also includes Amazon, LinkedIn and flagship client Delta Air Lines, for which it conceived the Delta Festival Shuttle, which since 2015 has flown invite-only talent and executives to events like Sundance and SXSW on curated flights. The division also helped client Lyft partner with Netflix to promote the second season of Stranger Things during Halloween weekend.