Cadillac Searches for New Advertiser
October 9, 2009 by Mark Ellis
Filed under Business
In a new development that spells bad news for Cadillac’s current advertiser but signals a great opportunity for others, General Motors Co. has decided to change the advertising firm it uses for its Cadillac division. While Cadillac’s current advertiser will not be in the pool from which GM will choose, the automaker has initiated a review process that will allow it to find an ideal ad agency.
According to CEO Fritz Henderson, the change comes from GM’s confidence that it can do better as far as advertising of its popular Cadillac brand goes. GM will be holding agency reviews, which involves potential advertisers coming in and pitching their ideas to General Motors. Modernista!, GM’s current ad agency, has decided not to resubmit itself for selection.
Modernista! will also end work on advertisements for GM’s Hummer brand this winter. Because Cadillac was the company’s largest account, Modernista! will most likely end up laying off several employees in an effort to cut costs, according to a recently-released statement.
Image: Flickr
