"When General Motors had $1bn slashed from its marketing budget, it could have stalled growth. The brand didn't double down on promotion instead, it went back to product, sparking a bold reinvention in modern marketing blending creativity, data and AI to rediscover the soul of a century-old brand. GM's CMO Norm de Greve presents a story of rebirth at the ANA Masters of Marketing 2025"
"The week before I joined, I heard on the earnings call that we'd be cutting the marketing budget by almost a billion dollars. Cue a collective intake of breath from the ballroom floor. That single moment an incoming CMO faced with the challenge of launching more vehicles, growing more brands, with nearly a billion dollars less set the stage for a compelling transformation story in modern marketing."
GM faced a nearly $1bn marketing budget cut as an incoming CMO prepared to scale vehicle launches and brand growth. The company shifted focus from promotion back to product, prioritizing quality, technology, design and purpose across its portfolio. CEO Mary Barra’s mandate of “No more crappy cars” drove a decade-long rebuild away from badge engineering toward meaningful differentiation. Marketing was modernized by blending creativity, data and AI to rediscover brand soul and connect product to storytelling. A stock uptick after beating expectations demonstrated that disciplined product-led investment and modern marketing can deliver growth during austerity.
Read at www.thedrum.com
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