Bartle Bogle Hegarty has landed national creative duties on General Motors' Cadillac after a review, the client has confirmed.
The other finalists were Interpublic Group's The Martin Agency in Richmond, Va., and Publicis Groupe's Publicis in New York. The brand's major media spending totaled about $240 million in 2008 and nearly $200 million in the first 11 months of 2009, according to Nielsen.
Final presentations took place this week at GM's headquarters in Detroit, said sources. On Wednesday, Publicis and BBH presented; Martin pitched on Thursday, according to sources. Each shop got three hours to present to about a dozen client executives.
"BBH was awarded the Cadillac business for their combination of passion for the Cadillac brand, deep insight into the luxury automotive target customer and outstanding creativity," said Cadillac general manager Bryan Nesbitt, in a statement. "We look forward to continuing the renaissance of the Cadillac brand with our new agency partner."
The winner succeeds independent Modernista! In Boston, which had held the account since 2006 and did not defend.
Ark Advisors in New York managed the process, which began in October, and the finalists emerged in November from a field of six agencies that the client had visited.