JimD Posted June 26, 2006 Report Share Posted June 26, 2006 By STUART ELLIOTT Published: June 26, 2006 For the first time in four years, General Motors is changing the main advertising agency for one of its principal car brands. General Motors said today that Modernista in Boston would become the creative agency for its Cadillac division, effective Oct. 1. The assignment had been handled by the Troy, Mich., office of Leo Burnett and predecessor agencies since 1936. The shift was telegraphed in March when G.M. called on Modernista, the agency for its Hummer brand, to do creative project work for Cadillac models like the CTS sedan. At the time, Burnett, part of the Publicis Groupe, kept its assignments for models like the Escalade. Liz Vanzura, who recently became the Cadillac marketing director, worked with Modernista when she was the Hummer marketing director. Cadillac spends more $300 million a year on ads for all models. The last time General Motors shifted an agency-of-record assignment was in 2002, when the Saturn account was transferred to Goodby, Silverstein & Partners, part of the Omnicom Group, from Publicis & Hal Riney, another part of the Publicis Groupe. General Motors had some good news for Burnett at the same time that it delivered the bad news about Cadillac. The company said that Burnett would keep an assignment to create campaigns for the G.M. Service and Parts Operations division and brands like G.M. Goodwrench. Spending on that assignment, which had been under review, was estimated at $40 million a year. The automaker changes agencies sparingly: the Cadillac shift is only the fourth in a decade. But G.M. executives say the company's current sales slump is causing them to re-examine longtime agency relationships, as part of a comprehensive review of how General Motors operates. New York Times Jim Drive your car. Use your cell phone. CHOOSE ONE ! Link to comment Share on other sites More sharing options...
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