Cadillac’s move to New York sparked confusion over the future of its partnership with marketing agency Lowe Campbell Ewald. The company originally said it would move about 50 employees to New York to work with Cadillac, however the brand has officially come out to say that it has named Publicis Worldwide as its new global advertising agency.
Uncertainty surrounded the future of Cadillac’s chosen marketing agency after it disbanded Rogue, an Interpublic, Hill Holiday and Lowe-Campbell sub-agency, in September. Rogue was create to handle Cadillac marketing specifically, but it was scrapped after less than a year of operations. Cadillac spent around $280 million in measured media advertising last year, AN says.
General Motors did not provide an immediate comment on the decision when asked. The move is one of many ad agency switches for Cadillac since ending its relationship with Publicis’ Leo Burnett in 2006, including Modernist, BBH and Fallon and Rogue, the latter two of which are also Publicis companies. The company also hired a new CMO at the end of last year, former BMW marketing exec Uwe Ellinghaus.