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:

Pin It

Comments

Recommended

Lamborghini has disclosed that it is looking into the possibility of releasing electric vehicles. With the Volkswagen Group revealing that it will be releasing electric vehicles within several years, there...
by - March 25, 2017
Daimler AG, through its Smart division, has disclosed that its two electric models, the Smart ForTwo and the Smart ForFour are now open for orders in Germany. Official market launch...
by - March 25, 2017
Lamborghini has officially offered clear proof that the Huracán Performante was able to set a new record at the Nürburgring Nordschleife with a time of 6:52.01 It was in early...
by - March 25, 2017
Top Gear has revealed that for its “Stars in a Reasonably Fast Car” segment, it will now be using a slightly enhanced Toyota GT86, which in the U.S. market is...
by - March 24, 2017
Porsche is laying aside any plans of pushing another hybrid hypercar into their line-up -- at least not at this time. Oliver Blume, Porsche Global Chief confirmed in a recent...
by - March 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