General Motors · New business, media & creative strategy · 12 months · at Monks

Winning General Motors with an AI-first pitch.

Black Cadillac Celestiq electric sedan parked on wet stone at dusk beside a glass pavilion and a mountain lake
CADILLAC CELESTIQ · IMAGE: CADILLAC

My role

Business development lead on the AI-first pitch, part of $30MM in new business won across GM, Google and Intuit. Then steered full-funnel strategy for Cadillac, Buick and GMC on $20MM a year, briefing creative from audience insights.

The moment

General Motors was looking for a new agency and new ways of working, to reaffirm its position as the top American automaker.

The pitch

Over a rigorous six-month new-business pitch, I developed core parts of the AI-centric sell that won the business and made Monks the foundation agency across GM's brands.

What I led

Creative strategy development, brand guideline revisions, competitive positioning and a new creative process. Then a full consumer-funnel assessment, with media and creative touchpoints designed for engagement and sales across Cadillac, Buick and GMC.

The result

$30MMin new business won across GM, Google and Intuit, as business development lead
AllGM brands, with Monks as foundation agency
Silver Cadillac Lyriq electric SUV parked in front of GM's domed design auditorium
Cadillac Lyriq at GM's Design Dome · Image: Cadillac

Cadillac · Buick · GMC

THE REMIT: ONE INTEGRATED MEDIA AND CREATIVE APPROACH ACROSS THREE BRANDS
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