LOS ANGELES Publicis Groupe’s Chemistri has promoted Will Perry to lead creative on Cadillac for the North American and European markets, according to the agency.
Perry, 45, has been at the Troy, Mich., agency since 1998, most recently as senior vice president and executive creative director. He will report to executive creative director Tor Myhren, who oversees Cadillac and Pontiac from Publicis Groupe’s Leo Burnett in Chicago.
“He’s an art director by trade, with a terrific design sense and lots of luxury experience,” said Myhren about Perry. “And I was impressed by his international experience, which is critical as Cadillac goes global.”
A native Canadian, Perry started as an art director at Saffer Cravit Freedman in Ontario. He was then employed at the Toronto offices of Benton & Bowles and Saatchi & Saatchi, where he worked on Procter & Gamble products. Before joining Chemistri, Perry was stationed in Warsaw, Poland, and London for D’Arcy Masius Benton & Bowles, where in 1997-98 he was lead creative director on Coca-Cola in Europe. In his latest position at Chemistri, he was named head of art for all General Motors products.
“We’re looking at a more dramatic, bolder expression of the brand, because we’re moving into Europe,” said Perry. “[Europeans] have a perception of Marilyn Monroe and Elvis Presley and romantic imagery of the old Caddy of the ’50s and that is not what Cadillac is today, which is a dramatic sense of presence and performance.”
Perry Takes Charge of Caddy Creative
