The creative account of Cadillac will now be handled by a team at Interpublic Group of Cos, General Motors has disclosed. GM’s Cadillac account was previously handled by Publicis Groupe's Fallon. To win the account, Interpublic pitched with an integrated agency team called “Roque,” made up of Hill Holliday, Campbell-Ewald and Lowe.
Hill Holliday will take charge on creative and strategic work; Campbell-Ewald will handle on account management; and Lowe will manage digital advertising. Lowe will also handle the export creative for Cadillac around the world. According to GM said Rogue will be based in Campbell-Ewald's Detroit office, "with much of the creative and strategy work” done in Hill Holiday's Boston office. Craig Bierley, Cadillac director of advertising, remarked that the agency shift is targeted towards building on the brand’s recent success.
He remarked that they are at an “unprecedented moment in Cadillac's history." He cited the brand’s 38-percent sales growth in the US in May 2013 and its success in attracting younger, import-minded buyers with the ATS compact rolled out in 2012. Bierley remarked that there is an opportunity to further grow Cadillac, saying that they have a number of product launches coming.
He noted that Cadillac has a “very ambitious global growth plan." GM also disclosed that Cadillac has added FleishmanHillard, a public relations and integrated marketing communications firm, to the team to provide "strategic communications counsel" and "help reach new customers in fashion, luxury, and technology."
“Our open architecture model brings together outstanding IPG talent with deep knowledge of both autos and the luxury consumer – domestically and around the world,” said Michael Roth, Chairman and CEO of Interpublic Group. “Our offering will be comprised of the exceptional creative capabilities of Hill Holliday, a powerful base of operations in Detroit thanks to Campbell Ewald, and Lowe’s dynamic international network."