GM has chosen Bartle Bogle Hegarty as its new Cadillac creative agency

Article by Christian A., on August 27, 2010

General Motors Co.'s review that began last October to search for a new Cadillac creative agency has finally ended. Bartle Bogle Hegarty, New York, has been named as the successor to the Boston-based indie Modernista, which worked on the account for three years.

In a statement, Cadillac General Manager Bryan Nesbitt said that the Publicis Groupe-backed BBH was given the task due to its combined passion for the Cadillac brand and "deep insight into the luxury automotive target customer and outstanding creativity."

BBH won over Publicis, New York, and Interpublic Group of Cos.' Martin Agency. Final presentations were given by the three companies last week.

Consultancy Ark Advisors in New York, which managed the agency review, had actually invited Modernista to re-pitch the account. Despite the Cadillac account being Modernista's largest, it declined, citing "creative and strategic differences." 

Other companies that made their pitches were Omnicom Group's DDB, Chicago; Interpublic's Gotham; and independent McKinney, Durham, N.C. According to TNS Media Intelligence, GM increased Cadillac's domestic measured-media spending for the full year 2008 to nearly $270 million.

BBH, New York, works with brands such as Ally Bank and Google, but Cadillac is its first auto account. BBH is expected to take advertising for GM's luxury brand in a new direction from that established by Modernista.

Topics: gm, cadillac, advertising

If you liked the article, share on:

Comments

Recommended

There is definitely a second-generation Super Series from McLaren. Even in camouflaged form, it is simply incredible. But while we still don’t have the full data on how truly dynamic...
by - February 25, 2017
A lot of fans are excited with the news that Porsche could be unveiling a performance version of its Panamera 4 E-Hybrid plug-in hybrid during the 2017 Geneva Auto Show. ...
by - February 25, 2017
Tesla is finally setting a more “definite” schedule with regards to the official launch of the Tesla Model 3 electric car. A “limited production” is said to be slated to...
by - February 25, 2017
Are you a big fan of legendary boxer Mike Tyson, the former heavyweight world champion? Or are you a big fan of the iconic Ferrari F50? Either way, you will...
by - February 24, 2017
It seems that AM-RB 001 hypercar is not the only vehicle project that Aston Martin and Red Bull Racing has gone into. This time, don’t expect something as outlandish as...
by - February 24, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries