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CHICAGO General Motors has added independent agency Modernista! to its Cadillac brand roster, a company representative confirmed.
The Boston shop has added duties for the SRX, CTS and V series, while Publicis Groupe’s Leo Burnett will continue to handle the Escalade, XLR, DTS and STS lines, as well as international work, the representative said.
The rep would not provide a monetary breakdown on the size of the business. Overall, the nameplates moving to Modernista! received about $100 million in measured media support last year, roughly half of Cadillac’s total 2005 advertising expenditure, per Nielsen Monitor-Plus.
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