Yahoo! helps GM Planworks jump start media programs for their client, General Motors.

Partnering with General Motors divisions including Buick, Cadillac, Chevrolet, Hummer, Pontiac/GMC and Saturn, GM Planworks provides complete communications planning across all major traditional and digital media for one of the world’s largest companies. Curt Hecht, GM Planworks’ Chief Digital Officer and EVP of the unit’s parent network, Starcom MediaVest Group, turns to Yahoo! to ensure his media placements reach the right audiences at the right moments, resulting in great sales for his client.

GM Planworks uses all of Yahoo!’s assets and expertise to help GM extend their brands, connect and engage with customers, and promote sales events. From innovative placements on the Yahoo! Front Page and marketplace areas to sponsorships of exciting key programs within Yahoo! Sports and Yahoo! Music, GM Planworks effectively capitalizes on Yahoo!’s large-reach vehicles to unlock the power of the Yahoo! audience. Their wildly successful Saturn “Who’s Next” music program incorporated the broadest range of Yahoo! offerings, with multiple, coordinated placements throughout the Yahoo! network, including promotions on unique Yahoo! features like Yahoo! IMVironments and Yahoo! En Español.

GM Planworks also benefits from Yahoo! Search capabilities, which help keep GM products front and center, in the direct view of an engaged and receptive audience. “We are most proud of how we have used search beyond effectively driving acquisitions or leads,” Curt says. “Using search in support of the ‘Oprah Pontiac G6 Giveaway’ and the Pontiac Solstice on ‘The Apprentice,’ for instance, showed how search can create much bigger opportunities than simply driving leads.”

By integrating more than 500 world-class consumer contact strategists with industry-leading research and cutting-edge media capabilities, GM Planworks provides a holistic approach to brand building for General Motors. The company sees Yahoo! as a strategic partner in emerging technologies, and relies on Yahoo! to ignite creative opportunities for their business.