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Covisint starts spreading the news

With government regulators now off its case, the giant automotive parts marketplace launches a global marketing campaign in business and trade publications.

With government regulators now off its case, the giant automotive parts marketplace called Covisint is looking to spread its business-to-business plan with a new marketing push.

The company introduced its brand identity and business offerings Monday with advertisements in business and trade publications in the United States, Canada, the United Kingdom, France, Germany and Japan, the company said in a statement.

Formed by General Motors, Ford Motor and DaimlerChrysler, Covisint is an online marketplace expected to simplify the vast amounts of paperwork and time the automakers spend on purchasing orders. The automakers that formed Covisint spend an estimated $300 billion on parts and related expenses at 30,000 suppliers each year.

The campaign illustrates Covisint's push to get the business up and running following months of regulatory scrutiny in the United States and abroad.

After a six-month investigation that cast shadows over the broader business-to-business industry, the Federal Trade Commission approved Covisint in September, a decision followed two weeks later by a clearance from German antitrust authorities.

Software makers Oracle and Commerce One are also partners in the marketplace. Each has contributed more than 50 employees to Covisint.

The company, which plans an initial public offering as soon as next year if market conditions are favorable, says it will appoint a chief executive within the next month. The chief executive will have final say in where the company is headquartered.

Covisint has also begun hiring employees for regional headquarters in Japan and the Netherlands in addition to numerous sales offices throughout Europe and Asia, Covisint co-founder Brian Kelley said.

To develop and launch its global marketing campaign, Covisint chose advertising agency Young & Rubicam (Y&R). The account is led by Y&R Group Detroit and includes work by Landor & Associates, Y&R Advertising, The Media Edge and Impiric.