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We took an inclusive liquid talent approach to enable a fluid creative, media and performance resource that works together as one team. The best and brightest of our dedicated specialist agencies formed an internal agency of 320 people to deliver on a single view of the consumer.

The thing is, agencies don’t always play nicely together. So we thought, what if we were to do away with the swim lanes to build an effective team structure — could it create a culture that fuels retail growth for General Motors and their 455 dealerships?

Wouldn’t we be better together?

Working together as formerly separate agencies, we came together to craft a new networked model for General Motors called One Team GM. Activating on a unified collaborative principle of working, we continually interpret shared challenges to operate a spectrum of diverse market insights.

1. GM is now the #1 national auto retailer

2. 21.2B ads served to distinct Canadian audiences

3. $40MM saved in Media & Production efficiency

4. Transparency and authentic pride as one team

5. 1500% speed-to-market increase on 3K+ ads monthly

6. Developed The brief - one brief to rule them all

7. Single point of contact for client org across five brands

8. Data-inspired creative linked to performance

9. Seamless AOR relationship for Creative + Media

10. 320 new jobs created