Cadillac is conducting a review, the auto brand officials confirmed. Fallon Worldwide/Minneapolis is the incumbent: “Fallon will be invited to participate in this review process along with other agencies,” Cadillac confirmed in a statement. “We are not disclosing the other participating agencies nor details of the review process.”
If a new agency is picked, it would mark a change in direction for the brand under Robert Ferguson, who became vice president of global Cadillac in October. Ferguson, who joined GM in 2010, was previously VP for global public policy for the automaker.
As previously reported, and confirmed by two MLive.com sources familiar with the review, one of leading other agencies is Warren, MI-based Campbell Ewald, which recently announced its intention to move closer to GM’s Detroit HQ in Downtown Detroit.
The review, according to officials, is a result of Cadillac’s global expansion plan that’s driving the brand “to continually enhance” its marketing efforts. The review is expected to take place over the coming weeks.
The agency review comes at a time when Cadillac is planning the most-extensive round of product launches and upgrades in its history, and is poised to enter new international markets.
Cadillac plans to introduce 10 new or significantly redesigned models in the next three years, starting with the recently released XTS full-size sedan and ATS compact.
The Cadillac account for GM is believed to be valued at about $244 million annually, according to Adage.com.
The move also comes as GM is reportedly changing its Chevrolet advertising strategy, which currently is handled by Commonwealth/Detroit, a combination of McCann Worldgroup NY and Goodby/San Francisco.
According to the Detroit Free Press, GM plans to shift most Chevy advertising work to McCann, but cut ties with Goodby.