General Motors' decision to shift Cadillac's advertising account to the newly formed ad agency Rogue last week was fueled in part by the automaker's aggressive overseas growth plan for its luxury brand and a desire to strike a more emotional chord with customers.
The deal ends GM's nearly three-year relationship with Fallon, the Minneapolis agency that created the launch campaign for the Cadillac ATS. It also winds down another agency appointment made by former GM marketing chief Joel Ewanick, who was ousted in July.
The three Interpublic Group agencies that make up Rogue give Cadillac an agency with a global reach and a local touch.
Cadillac gets hometown familiarity via Campbell-Ewald, which will draw on its 91-year history of GM work as it manages the Cadillac account from Detroit. The agency recently announced plans to move its headquarters from the suburbs to a site in downtown Detroit, blocks from GM's head offices.
It also reunites Cadillac with Lance Jensen, the creative mind behind some of Cadillac's most popular advertising of the last decade when he was with the now-defunct Modernista.
Jensen is now chief creative officer at Hill Holliday, the Interpublic unit in Boston that will handle Cadillac's creative and strategy work under the Rogue banner.
The global reach comes from Lowe, Interpublic's London agency that has operations in nearly 70 countries and will coordinate Cadillac's advertising around the world.