Cadillac is thinking about appointing Campbell Ewald, a long-time partner of parent General Motors, as its new advertising agency of record, sources told Crain's Detroit Business. It is estimated that an agreement between Cadillac and Campbell Ewald could be worth about $244 million in media billings every year.
Campbell Ewald last week disclosed plans to move its headquarters to Detroit from the suburbs, giving rise to speculations that it obtained a new client in the city. Sources told Crain's Detroit Business that a deal has yet to be finalized and that its financial terms have yet to be unveiled. Sources added that no timeline has been disclosed on a possible deal.
They described the talks as serious and reflect a renewal of a relationship between GM and Campbell Ewald, which have been connected to each other since the early days of the auto industry. Campbell Ewald handled Chevrolet's marketing for GM for around 91 years until the carmaker moved to a rival agency in 2010.
The shift sent shock waves through the auto industry that is known for marketing relationships that last for generations. Sources told Crain's Detroit Business that the Cadillac deal entails Campbell Ewald eventually handling advertising for GM’s luxury brand from current agency Fallon Worldwide Inc. The possibility of an agency shift for Cadillac comes as GM has been consolidating its marketing and media buying efforts.