Scaling and Innovating Content Orchestration for General Motors • Driving Innovation and Efficiency in Automotive Marketing

Global brands like General Motors (GM) face an ever-expanding need for more content, delivered faster and across more channels, often with tighter resources and increasingly complex agency and partner ecosystems. These familiar challenges—managing scale, speed, cost-efficiency, and brand consistency—call for a new approach to marketing operations. As GM’s Orchestration Partner, we helped consolidate and streamline their content supply chain, leveraging our AI-powered professional managed service Monks.Flow to coordinate talent, technology and creativity. Through this unified orchestration model, we enabled GM to deliver impactful, personalized campaigns with greater efficiency and adaptability.

To address the demand for more content without increasing spend or timelines, GM needed to maximize the value of existing assets. Our orchestration approach brought together creative, AI and production teams within a unified workflow, transforming existing spring/summer footage into a winter-themed narrative for Cadillac. Using Monks.Flow to coordinate efforts, and other tools like MidJourney and Runway, we generated realistic snowy backdrops and environmental effects. This AI-powered adaptation process allowed GM to efficiently refresh archival assets for TV and social, maintaining quality and brand consistency while ensuring speed and cost-effectiveness.

Building on our expertise in maximizing existing assets, we took our orchestration approach to the next level with the Cadillac LYRIQ national campaign. Tasked with driving awareness for the fastest-growing electric vehicle in the market and refreshing its go-to-market strategy, we translated insights into impactful creative, using existing footage and adapting a dynamic soundtrack to showcase how Cadillac elevates driver individuality.

With high-profile placements, including the US Open, Monks prepared a large-scale regional rollout for dealers. In just 18 business days, we delivered over 100 assets from briefing to completion, demonstrating how orchestration and innovation accelerate effective automotive marketing and keep Cadillac at the forefront of the EV conversation.

As GM’s Orchestration Partner, we helped the brand redesign their content supply chain to align talent and technology through streamlined collaborative workflows. This unified orchestration model delivered content at speed, scale and efficiency that matched the ambitions of a global leader, all while upholding creative excellence and brand integrity. By transforming how GM produces and delivers content, we enabled the brand to stay ahead in a fast-evolving marketing landscape—proving that orchestration can unlock new value, adaptability and relevance at every step of the content journey.