Cadillac is undergoing yet another internal overhaul, with General Motors looking to position it as the technology leader in its brand portfolio and introduce a number of pure electric vehicles under the luxury banner between now and the mid 2020s.
It’s not much of a surprise to see that Cadillac has switched public relations agencies amid the shift, with GM ditching Kovert Creative in favor of MSL Group.
“The time is right to make a change and we felt MSL provided the expertise in data and analytics and media skills that we really need,” Cadillac communications boss Michael Albano told The Holmes Report.
“Cadillac was a brand that once captured the imagination of the buying public. We need to recapture that, added Albano. “That is our mission.”
GM allegedly picked MSL following a market review that included two other major PR firms. Cadillac wanted its new agency of record to have a global footprint, The Holmes Report says, particularly in China. The automaker is hoping its shift toward electric vehicles will help it gain more of a foothold in the world’s largest automotive market, where EV sales have exploded in recent months.
Cadillac was with Kovert Creative since 2016, which GM selected after it conducted a mass review of its PR strategies.
“It is a thrill to partner with Cadillac at this important and transformational moment,” added CEO of MSL US, Diana Littman. “We couldn’t be more committed to building the business, and this brand’s incredible story.”
MSL will be busy in the coming years as Cadillac looks to introduce a new model every six months between now and the end of 2020. Among these models will be the next-generation Cadillac Escalade, the CT4 sport sedan and the rumored CT5-V performance sedan.
Source: The Holmes Report