We told 'ya so (8/3 RBR #151): GM Planworks, a division of Starcom MediaVest Group and the media planning, buying and research unit dedicated to General Motors (GM), named Mike Rosen its Chief Investment Officer. Rosen will oversee investment in network, broadcast, cable and nationally-syndicated television and radio. Jennifer Shaw will also join the agency as SVP/Managing Director of the new Video Investment Group (VIG) unit, reporting to Rosen. Curt Hecht, formerly SVP/Managing Director, GM Planworks, will be EVP and Chief Digital Officer.

They will operate out of GM Planworks' new offices in New York City, which will officially open on 10/3, when GM Planworks takes over responsibility for GM's entire media management services.

The agency expansion is prompted by Planworks' successful pitch for General Motors' entire media buying business, secured in May. The newly structured VIG will reflect more coordination among creative, planning and buying, with regular meetings being held among the national broadcast team, key managers of the local TV buying operation and digital execs.

"The transition was as smooth as we could have hoped and this structure will allow us to lead the industry at this very critical juncture for both GM and the communications landscape," GM Planworks CEO Dennis Donlin tells us.

Rosen, 44, joins the agency from GM Mediaworks, after serving as SVP/manager. At Mediaworks, he handled all facets of the broadcast and cable network entertainment day parts. An early adopter of video-based investment, Rosen has been involved in campaigns that embrace multiple video platforms, such as DVDs, video games and online. Most recently, he was lead negotiator on the CBS Fall Promotion for Chevy Impala and The NBC Tonight Show promotion for Chevy HHR. Over his tenure at Mediaworks, he has closely collaborated with GM Planworks and helped create shared GM resources, including the "Cable Blueprint" and PASS, systems that match qualitative media audience data with GM marketing territories.

Shaw, 41, was enlisted from GM Mediaworks where she has been responsible for all aspects of GM's network and cable sports activity as SVP/manager. Beyond traditional media negotiations, she has dealt with event sponsorships, on-air signage and product placements. Shaw was instrumental in structuring and implementing GM's Olympic participation in Seoul 1988, which has extended through to the most recent Athens Games.

Rosen's duties will include the expansion of GM's buying role in the national broadcast industry to encompass emerging video content across many platforms. Shaw will support Rosen by managing sports negotiations, maintaining league relationships, and overseeing cooperation with the digital and online groups.