GM taps Fallon to handle Cadillac’s $270 million ad account

Article by Christian Andrei, on August 27, 2010

Publicis Groupe's Fallon advertising agency was hired by General Motors Co. to handle its $270 million Cadillac ad account and is now cutting its ties with Chrysler.

In an announcement seen on Cadillac's website, Joel Ewanick, GM's vice president for US marketing, said that Fallon was chosen over its "deep, 17-year experience" with its luxury automotive brands (Porsche and BMW).

After signing up Fallon, Cadillac officials said that they were eager to pursue new marketing platforms for the brand. Don Butler, vice president for Cadillac marketing, said that the company is looking forward to a relationship with Fallon that would lead to the illumination of Cadillac as the "new Standard of the World."

Bartle Bogle Hegarty, which is 49%-owned by Publicis, is being replaced by Fallon. Last week, Bartle Bogle was released from the Cadillac account by Ewanick after only five months of being assigned with the marketing campaign.

In a statement, Chris Foster, Fallon CEO, said that the firm aims to help chart a "bold new course for this great American brand." Agency founder and chairman emeritus Pat Fallon said that he is committed to making a difference while working with Cadillac.

He added that he expects "great things" to happen. The Minneapolis-based Fallon was awarded the Chrysler brand account last December. A Fallon spokesman said that the company is "proud" of the work with Chrysler and wish them well. Meanwhile, a Chrysler spokeswoman confirmed the split but declined to comment further. [via autonews]

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