Cadillac has announced that it has hired ad agency Carol H. Williams that will work in conjunction with Falon — Caddy’s creative agency of record — to develop a “fully integrated communications platform that will target African-American luxury car buyers.”
The goal is to reach affluent urban African Americans: “We need to tell the Cadillac story to affluent, urban consumers in ways that are relevant to them,” said Joel Ewanick, vice president, General Motors U.S. Marketing. “Carol H. Williams has worked with Cadillac and other luxury brands in the past, and we think their experience will be valuable as we develop a multicultural marketing strategy for GM’s flagship brand.”
We’ll keep a close eye on this development to see where it takes GM’s wreath and crest brand.
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