Bartle Bogle Hegarty has landed creative Cadillac after a review, succeeding Modernista! Boston which didn’t defend. The other finalists were Interpublic Group’s The Martin Agency Richmond and Publicis Groupe’s Publicis New York, said AdAge. The brand’s major media spending totaled about $240 million in 2008 and nearly $200 million in the first 11 months of 2009, according to Nielsen.
Final presentations took place this week at GM HQ in Detroit, said the story. On Wednesday, Publicis and BBH presented; Martin pitched on Thursday. Each shop got three hours to present to about a dozen client execs.
“BBH was awarded the Cadillac business for their combination of passion for the Cadillac brand, deep insight into the luxury automotive target customer and outstanding creativity,” said Cadillac GM Bryan Nesbitt, in a statement. “We look forward to continuing the renaissance of the Cadillac brand with our new agency partner.”
The review began in October. Modernista! had the account since 2006.
