Minneapolis-based Fallon Worldwide remains the General Motors Co. luxury brand’s current agency, but other agencies are involved in the process, according to a statement released by Cadillac.
DETROIT- Cadillac is conducting an “advertising agency review,” officials confirmed Tuesday.
Minneapolis-based Fallon Worldwide remains the General Motors Co. luxury brand’s current agency, but other agencies are involved in the process, according to a statement released by Cadillac.
“Fallon will be invited to participate in this review process along with other agencies,” said the Detroit-based automaker. “We are not disclosing the other participating agencies nor details of the review process.”
Recently, rumors and reports had surfaced that Cadillac was shopping around for a new agency.
As previously reported, and confirmed by two MLive.com sources familiar with the review, one of leading other agencies is Warren-based Campbell Ewald, which recently announced its intention to move closer to GM’s Detroit headquarters.
The review, according to officials, is a result of Cadillac's global expansion plan that is 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 all-new or significantly redesigned models in the next three years, starting with the recently released XTS full-size sedan and ATS compact.
If the change does occur, 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 vice president for global public policy for the automaker.
Prior to joining GM, Ferguson was at the business advisory and strategic communications firm Public Strategies, where he worked with a diverse and international group of clients as a senior strategist.
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 a Detroit-based agency called Commonwealth, which is a combination of New York-based McCann Worldgroup and San Francisco-based Goodby.
According to the Detroit Free Press, GM plans to shift most Chevy advertising work to McCann, but cut ties with Goodby.
Email Michael Wayland: MWayland@mlive.com and follow him on Twitter at twitter.com/MikeWayland