For the second time this week, General Motors has made a major African-American agency appointment, today naming Carol H. Williams to handle those chores for Cadillac.
The move constitutes a return engagement for the independent Oakland, Calif.-based shop, which up until two years ago handled African-American chores on GM’s Chevrolet nameplate. It has also previously worked on Cadillac.
Cadillac spends about $250 million annually on ads, per Nielsen. Though spending moving forward was not disclosed, in past years Cadillac’s African-American market ad outlay has been $25-30 million. There was no dedicated African-American shop on the business prior to Carol H. Williams’ hire, which came following a review of undisclosed agencies.
Publicis Groupe’s Fallon in Minneapolis is Caddy’s lead general-market shop.
Joel Ewanick, vp of GM’s U.S. marketing, noting Carol H. Williams’ past work for GM, said, “We think their experience will be valuable as we develop a multicultural marketing strategy for GM’s flagship brand.”
Looking to make a big splash with advertising post bankruptcy, GM has made numerous agency changes since Ewanick’s arrival earlier this year. On Wednesday, Chevy’s African-American duties shifted to Spike DDB in New York.