TITLE

GM's 'Inquisitor'

PUB. DATE
August 1992
SOURCE
Advertising Age;8/31/92, Vol. 63 Issue 35, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
Editorial. States that three months into the reign of General Motors' new global purchasing czar, J. Ignacio Lopez de Arriortua has GM's advertising agencies starting to sweat. Cost-cutting terror; Dubbed the `Spanish Inquisitor'; Belief that advertising agencies require a different approach than other suppliers; Agencies must be profitable; Lopez needs to understand that you can always buy bad advertising cheaply, but whatever you pay for it is too much.
ACCESSION #
9210191384

 

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