Australian Gets North America; Morton to Focus the Brand Globally
DETROIT--D'Arcy Masius Benton & Bowles has added a key executive to its team handling the General Motors Cadillac account in anticipation of the continued growth of the business.
Joe Garcia has been appointed senior vice president and group account director, heading the Troy, Mich., agency's Cadillac business in North America. He arrives from Neo One Advertising, Sydney, Australia, which he co-founded in 1992.
Alex Morton, who has led the shop's Cadillac group for 15 years, will now focus on directing a new unit that aims to build the brand worldwide. DMB&B has expanded its Cadillac business into several markets overseas, including Japan, Hong Kong, Taiwan, Korea and Singapore, Morton said, and further growth is projected.
GM has focused on Cadillac as one brand that can be effectively marketed internationally, Morton said. The automaker is creating cars for the division designed specifically so they can be sold worldwide. The 1998 model Seville was the first Caddy designed with a right-hand drive model in mind for global distribution.
Morton's new position is executive vice president and global account director. Both Garcia and Morton will report to Patrick Sherwood, DMB&B Detroit's managing director.
A native of Australia, Garcia previously worked at the former Dancer Fitzgerald Sample. He helped create the "Oh what a feeling" campaign for Toyota. After a stint with DMB&B in Sydney and Melbourne, he returned to Dancer, which had become Saatchi & Saatchi, to help launch Lexus in Australia.
At DMB&B his team won a Cannes Gold Lion for work for Johnny Walker.