From AI to EVs: How Shenan Reed is Shaping General Motors’ Media Future
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Shenan shares actionable insights on how AI, electric vehicles, and groundbreaking media strategies are reshaping the future of marketing and the automotive industry.
“The thing weighing on a lot of us is how to ensure we have true cross-media measurement. That's a continued push we’re all going to continue to fight for.” - Shenan Reed
The automotive and marketing industries are undergoing transformative shifts, driven by AI, evolving consumer behavior, and a global push toward sustainability. With electric vehicles gaining traction and media strategies becoming increasingly complex, staying ahead requires vision and adaptability. In this episode, Shenan Reed, GM’s Global Chief Media Officer, reveals how General Motors is leveraging cutting-edge media strategies to drive business outcomes, navigate the challenges of EV adoption, and connect with consumers in deeply personalized ways. Her expertise offers a roadmap for brands to innovate and thrive in a rapidly evolving landscape.
Shenan Reed is a trailblazer in the world of media and marketing, currently serving as the Global Chief Media Officer at General Motors. With a career spanning over two decades, Shenan has been at the forefront of digital transformation. Before joining GM, she founded Morpheus Media, a pioneering digital agency, and held leadership roles at top organizations, including L'Oréal and Wavemaker. Known for her ability to bridge creativity with data-driven insights, Shenan is transforming how GM connects with consumers. Her passion for innovation and unwavering curiosity have made her a sought-after leader and an inspiration across industries.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
The AI Revolution in Marketing
AI is transforming marketing by optimizing everything from measurement to creative execution. Shenan describes AI as a "soup-to-nuts enabler," revolutionizing personalization and efficiency. For instance, AI can now generate unique email campaigns tailored to individual consumers without the hefty costs previously associated with personalization. Shenan highlights that AI isn’t just a tool for cost savings—it’s a driver of smarter, more relevant marketing. Ensuring ethical and balanced use of AI while leveraging its capabilities will be critical for brands aiming to remain competitive and deliver personalized experiences at scale.
Breaking Down Media Silos
Shenan emphasizes the need to dissolve the outdated division between traditional and digital media, declaring, "It’s all performance media." Whether the goal is brand awareness or conversion, every media investment should deliver measurable outcomes. She illustrates this with GM's media strategy, which integrates brand-building campaigns with performance metrics to ensure a unified approach. Designing campaigns that address multiple objectives while tracking results holistically allows businesses to maximize impact and maintain alignment across all channels.The EV Growth Opportunity
While some headlines suggest EV growth is slowing, Shenan clarifies its still on an upward trajectory, albeit at a more measured pace. She highlights the importance of addressing consumer hesitations, such as range anxiety, with clear, data-driven communication. For example, GM emphasizes the extensive range of its EVs, showcasing capabilities like driving from Houston to Corpus Christi on a single charge. Educating consumers and dispelling myths are essential steps in building confidence and accelerating the adoption of electric vehicles.Dealers as Digital Innovators
GM’s dealership network plays a pivotal role not just in sales, but in shaping local-level marketing innovation. Shenan highlights how dealerships align with GM’s broader digital strategies while tailoring campaigns to resonate with their communities. For example, dealerships leverage local events and parades to enhance their presence while benefiting from GM’s collective ad-buying power. By fostering this collaboration, GM ensures its messaging remains both cohesive and adaptable, driving greater connection with consumers at a local level.The Power of Curiosity
Shenan’s career journey is a testament to the impact of relentless curiosity and a willingness to explore uncharted ideas. She recalls being one of the first advertisers on platforms like PopSugar and New York Magazine, which opened doors to innovative opportunities. In one instance, she worked with the Washington Post to create a lifestyle channel specifically for Neiman Marcus ads, showcasing her ability to think outside the box. Staying curious, asking "What if?" questions, and embracing emerging trends can lead to breakthroughs that redefine industry standards.
Listen to Shenan Reed on The Speed of Culture podcast to discover how General Motors is leading the automotive industry into the future.
