The "Mark Of Leadership" slogan is on its way out, but what will replace it?
Joel Ewanick is proving to be quite the mover and shaker. Since his recruitment at GM this past May, he has been working on hitting the restart button on the entire marketing strategy for each General Motors brand. For example, when Ewanick shifted Cadillac’s $270 million account from the esteemed British ad agency Bartle Bogle Hegarty to Minnesota-based Fallon in July, he made a statement of the change that would certainly not stop there. Currently, Fallon is busy with launching an all-new campaign for Cadillac. But it already has the new slogan in place: “The New Standard For The World”.
The new slogan pays direct homage to the classic Cadillac “Standard Of The World” tagline that the brand has become accustomed to. Ewanick would not mention just how different the new Cadillac ads will be from the clips created by Bartle Bogle Hegarty. If you’re wondering on just what makes Fallon the ideal advertising agency, consider the following quote from Ewanick:
[Source: Automotive News]“We picked an agency like Fallon because Fallon has 17 years of luxury-car experience. There’s not an agency in America that has 17 years of luxury-car experience in the United States. Look it up. They had 10 years with BMW and six-and-a-half, seven years with Porsche — some of that with me… so I know what they’re good at, I know what they’re strengths and weaknesses are, and Pat Fallon is a great advertising person.”
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