Three advertising agencies remain in the race for Cadillac

Article by Christian Andrei, on August 27, 2010

Three agencies are still in the running to win the national creative account for General Motors Co.'s Cadillac. These are Interpublic Group of Cos.' Martin Agency in Richmond, Va., and two Publicis Groupe shops in New York -- Bartle Bogle Hegarty and Publicis. Cadillac chose to eliminate Omnicom Group's DDB of Chicago; Interpublic's Gotham and independent McKinney, of Durham, N.C.

Final marketing pitches will be presented in January so these three companies are bound to work through the holiday season.

Cadillac is expected to make a decision shortly after the pitches are heard. What all three finalists have in common is having experience in handling car brands.

When Audi of America had its own review in 2006, Bartle Bogle was a finalist and it had gone up against incumbent McKinney.

Its London office handles Audi in the U.K., which created a spot for the Q5 earlier this year. McKinney had held the account from 1993 to 2006 however; the account is currently with Venables, Bell & Partners.

Publicis had the opportunity to handle one of BMW's four regional dealer ad accounts. Unfortunately, it lost the account last year to Grey West of San Francisco, which gave a consolidation pitch.

Publicis also holds the distinction of creating BMW's first national, certified-used car blitz in newspapers in 1999. Publicis' Starcom MediaVest Group handles GM's U.S. media planning and buying account for all brands, but the automaker is not reviewing its media business.

On the other hand, Martin has the advantage of having solid auto experience. It has handled GM's Saab account from 1997 to 2001 and Mercedes-Benz dealer groups before that.

The shop became a finalist in Subaru of America's pitch five years ago. It also held Maserati's account from 1987 to 1989. [via autonews]

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