Publicis Media wins back SAIC-GM media mandate in China

Publicis Media China has won back its flagship SAIC-GM media account, making a strong return after a year away from the business. The agency reclaimed the account following a highly competitive pitch that began in January, going up against Havas, UM, Carat, and local agency YinCai. This win renews a partnership that Publicis had maintained with SAIC-GM for 25 years prior to last year’s break.

Effective April 1, 2025, Publicis will handle media planning and buying across all traditional and digital channels, performance marketing, and content partnerships for SAIC-GM’s entire brand portfolio, including Buick and Cadillac. Spark Foundry China is leading the business.

According to Comvergence, the account covering Shanghai General Motors, is valued at approximately US$146.3 million, with digital media accounting for 59% (US$86 million) and offline media making up US$60 million. 

Previously, Havas and YinCai managed digital media planning and buying, while BBDO oversaw traditional media. Automotive is a high-stakes sector in China, and rival PHD holds the $500 million SAIC-Volkswagen business.

Publicis pins its win to its deep automotive experience, long-standing relationship with SAIC-GM, and investments in AI and technology. The Groupe’s integrated ‘Power of One’ model, blending media, data, creative, and tech, was cited as a crucial differentiator by the client.

“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," said Vivian Zhu, COO of Publicis Media China and CEO of Spark Foundry China. "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.”