Recently GM Authority told you how Cadillac may change its marketing strategy to improve sales. Now it’s been announced that Interpublic Group IPG’s Lowe and Partners Worldwide will become Cadillac‘s global advertising agency effective immediately. According to an official press release, this move will “create more cohesion and alignment of resources supporting Cadillac and its continued elevation globally.” Is this the first of several big changes?
Rogue, an Interpublic brand based in Minneapolis that was a spin-off of Commonwealth, was the previous agency of record.
Says Interpublic’s Chairman and CEO, Michael I. Roth, “Given the global scope of the Cadillac brand and business priorities, the decision is a natural evolution of our service model in support of this key client. With the counsel and support of Cadillac management, we have recently assessed the state of our offering at this point in the relationship. The group of agencies we brought together a year ago were uniquely suited to Cadillac’s needs at that time. We believe this shift, to a single-source relationship with a global network, better aligns agency resources strategically, creatively and geographically with the current direction of Cadillac as a business.”
Cadillac’s global advertising strategy will be led by dedicated teams in Detroit and New York to deliver unified Cadillac marketing efforts worldwide. With 90 offices in 65 countries, Lowe and Partners will provide a globally integrated marketing effort.
Adds Cadillac’s CMO, Uwe Ellinghaus, “The realigned Lowe and Partners network has the talent we need to help continue to build the Cadillac brand globally.”