The carmaker will host a pre-upfront for Black-owned media buyers

gm logo in background and gm logo on a shadowed phone screen
“This action plan will transform our engagement model with diverse media in a sustainable way,” said GM global CMO Deborah Wahl.
SOPA Images, Getty Images

By David Kaplan

31 mins ago

When General Motors pledged to shift specific portions of its media budget to Black-owned agencies and media companies a week ago, some of the carmaker’s strongest critics greeted the intentions with extreme doubt.