Cadillac will soon supplement its marketing with the fruits of the labors from tailored ad agency Rogue, a team of Interpublic Group minds derived from Hill Holliday, Lowe and Campbell-Ewald, according to Ad Age. The report mentions a new theme, one that conveys the message “Work Hard. Be Lucky.”
Notably, the new theme may not necessarily be the new slogan, according to the report. However, Cadillac reps have stated that “(Work Hard. Be Lucky) was pivotal in [Rogue’s] creative pitch to help them win the account” and that “it is one of the creative concepts that has a lot of momentum right now.”
Adding that the theme could “could very easily end up being a line of copy along with other lines; we don’t really know yet. It’s an open question as to how dramatically it will be featured.” It’s also currently unclear if the new slogan will be used globally.