MBCS retains General Motors creative account after pitch
MBCS' recent ‘Live Big. Truck It’ campaign for the Chevrolet Silverado ZR2.
Mediabrands Content Studio Australia (MBCS) has successfully retained its creative account with General Motors Australia following a competitive pitch.
The carmaker’s division, General Motors Speciality Vehicles (GMSV), which markets brands including Chevrolet and GMC, initiated the review process earlier this year.
GM Australia confirmed to Mumbrella that the pitch had concluded, with the incumbent agency, MBCS, winning the account once again.
The creative account was originally won in 2021 by fellow IPG Mediabrands agency Reprise, marking GMSV’s first locally produced advertising push in Australia as a unified brand entity.
In its first year, the agency was tasked with executing campaigns for the Chevrolet Silverado Trail Boss and the mid‑engine supercar, the Corvette C8.
MBCS later took over the account following a wider IPG Mediabrands restructure. Parts of Reprise and Matterkind were merged into Kinesso, and Kinesso’s “Creators & Content” team was subsequently integrated into MBCS, consolidating the network’s creative and performance capabilities under one roof.
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Under the new structure, MBCS launched the Chevrolet Silverado ZR2 in Australia, showcasing the vehicle’s off-road capabilities and adventure potential.
Earlier this year, the agency also unveiled its “Made for More” campaign to launch GMSV’s 2025 GMC Yukon Denali across Australia and New Zealand.
GMSV’s media account continues to be managed by Carat Melbourne. Meanwhile, GM’s luxury brand Cadillac recently appointed 72andSunny as its creative partner for Australia.
