Accounts in Review: Cadillac Finds a New Home as Brown-Forman Ends Its Search

For the fifth time in eight years, Cadillac has hired a new lead agency. Eighteen months after a team of Interpublic Group agencies took the reins, the brand shifted its global creative account to Publicis. It's a massive win—and challenge—for the new agency, as brand sales lag far behind market leaders BMW, Mercedes and Lexus in the United States. Account revenue is estimated at $20 million.

Another big shift was Brown-Forman's global media account, which left UM for MediaVest. Several other searches, meanwhile, at are or near completion, including those for the NBA, Johnnie Walker and Johnsonville sausage. Just in time for the holidays, right?

1

Cadillac, Global Creative

Media spend: $450 million
Incumbent: Lowe
Contenders: Incumbent, Publicis
Awarded to Publicis

2

Sprint, Broadcast Creative

Media spend: $450 million
Incumbent: Figliulo & Partners
Contenders: Deutsch LA, Arnold
Consultant: Mercer Island Group
Completion: December

3

JCPenney, Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: January

4

Bloomin’ Brands, Media

Media spend: $150 million
Incumbent: Carat
Contenders: Incumbent, undisclosed others
Consultant: Joanne Davis Consulting
Completion: December

5

Brown-Forman, Global Media

Media spend: $100 million
Incumbent: UM
Contenders: Incumbent, Maxus, MediaVest, Zenith Media
Consultant: External View Consulting Group
Awarded to MediaVest

6

NBA, Creative

Media spend: $50 million
Incumbent: Goodby, Silverstein & Partners
Contenders: Incumbent, R/GA, Translation
Consultant: Hasan + Co.
Completion: December

7

Johnnie Walker, Creative

Media spend: $40 million
Incumbent: Bartle Bogle Hegarty
Contenders: Incumbent, BBDO, Ogilvy & Mather, Anomaly, Wieden + Kennedy
Completion: December

8

Johnsonville Sausage, Creative

Media spend: $30 million
Incumbent: Cramer-Krasselt
Contenders: Incumbent, Fallon, Droga5, Crispin Porter + Bogusky
Consultant: Avidan Strategies
Completion: December