General Motors

Lisa Grutta, Senior Manager, GM Card
Lauren Green, Assistant Marketing Manager, GM Card
Kate Pszenyczny, Assistant Marketing Manager, GM Card

MRM Detroit *Lead Agency

Jeff Cruz, EVP, Chief Creative Officer
Tiffany Moy-Miller,, VP, Group Creative Director
Jessica Perry, VP Strategy Director
Kelli Walmsley, Account Director
Elizabeth Gersabeck, VP, Creative Director
Anne Mader, Associate Creative Director
Chelsey Shir-Shekar, Senior Art Director
Chelsea Benninger, Senior Copywriter
Mark Rebhan, EVP, Director of Strategy
Candice Pollock, Associate Creative Director
Laura Zobel, Digital Content Supervisor
Alec Helwig, Sr Digital Content Artist
Allan Edwards, Assoc Dir, Technology
Laura Otterbein, Sr. Project Manager
Christina Buchanan, Management Supervisor

TTEC

Apollonia O’Hare, Sr. Consultant, Analytics Consulting
Eric Papacek, Director, TTEC Digital

When we were asked to entice GM Card Cardmembers to use their points before expiration, the easy path would have been a "hurry up and buy!" campaign. Instead, we made an appeal to Cardmember's generosity, based on the well-known maxim: “it is better to give, than to receive.” The result was Cardmembers freely giving their earnings--their money-- to others who could better use them.