General Motors' Cadillac division has selected D'Arcy Masius Benton & Bowles' Los Angeles office to launch its new luxury sport utility vehicle this fall, said Steve Rosenblum, Cadillac's advertising director.
"[The launch] is entirely out of Los Angeles, which we think is going to bring some different insight," he said. "They've brought a lot to the party in the last year, and I think they have a lot to offer."
DMB&B's Troy, Mich., office remains the agency of record for the Cadillac account and will continue to handle the division's other vehicle lines, Rosenblum said.
It is the second time in as many weeks that the Detroit-based Big Three automakers have looked west for inspiration. Ford Motor Co.'s Lincoln-Mercury division announced two weeks ago that it will move to the West Coast, prompting its agency Young & Rubicam to unveil plans for a new office there.
Rosenblum would not comment on whether DMB&B's L.A. office might take on more Cadillac work in the future. He also declined to reveal Cadillac's advertising budget for the SUV launch. The division spent around $75 million last model year to launch the Catera, according to Competitive Media Reporting.