GM looking for a new advertising agency for its Cadillac brand
By Andrew C., 26 Aug, 2010. 0 Comments
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After seeing that its Cadillac brand has experienced US sales declines worse than other luxury brands in 2009, GM has decided to shop around for a new creative advertising agency. In a statement, Bryan Nesbitt, general manager of Cadillac, said that GM wants to find the "best agency partner to deliver outstanding advertising that attracts the luxury-vehicle buyer."
Boston-based Modernista has been Cadillac's agency partner since the summer of 2006; however, it has decided not to participate in this round of competition to remain as its partner. An unnamed source informed us that Modernista was short of ideas for Cadillac to present more of a product message. Modernista was said to be unable to create a vision for Cadillac beyond exciting visuals and a "tone that would make the consumer want to consider Cadillac over another luxury brand." In a Web chat that transpired late last week, GM CEO Fritz Henderson said that while he recognizes that some good marketing and advertising were done in the past, it can still be taken up one notch. Cadillac is using Ark Advisors to assist it in finding a new agency.
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