At a time when some big marketers are going the customized approach, General Motors, after years of having its media handled via a standalone unit, will become an integrated part of its media agency’s portfolio. Starcom MediaVest Group Tuesday said it was scrapping its free-standing GM Planworks unit, and reorganizing the auto giant’s media account around a “more integrated model.” The move comes less than a week after SMG announced the resignation of Dennis Donlin as president of GM Planworks, amid the frenzy of last week’s American Association of Advertising Agencies Conference in Orlando.

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