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.