Rogue team of Interpublic to handle Cadillac creative account

Article by Anita Panait, on June 13, 2013

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."

Cadillac is introducing the new generation of the Cadillac CTS sedan (2014 model year), now boasting higher levels of performance and luxury as well as more sophisticated technology.

Underpinning the all-new CTS sedan is the rear-drive platform that also underpins the widely acclaimed Cadillac ATS sport sedan. Now in its third generation, the new CTS sedan is set to become the lightest car in its segment while offering the most agile driving dynamics in the class of midsize luxury sedans. The secret to its newly found performance are its powerful engines, which include new Cadillac Twin-Turbo engine. A new eight-speed automatic transmission is also now available.

The new CTS sedan features longer, lower and sportier proportions, allowing the new midsize luxury sedan to further evolve Cadillac’s Art & Science design philosophy. Dimension-wise, the new generation of the CTS is around five inches (127 mm) longer with its wheelbase growing by 1.2 inches. Moreover, the roofline and the cowl of the new CTS are around an inch lower.

Although the next generation of the Cadillac CTS has grown in terms of both length and wheelbase, the luxury sedan is lighter (curb weight) than the previous model. In fact, it is around 200 pounds (90 kg) lighter than the BMW 528i. The lower weight of the new CTS is thanks to several lightweight elements -- including Cadillac's first aluminum door structures. These elements also contribute to the nearly 50:50 weight ratio of the new CTS. The third generation marks the first time that the CTS employs Cadillac's Magnetic Ride Control real-time damping system.

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