We Hear: Cadillac ‘Quietly Talking to Other Agencies’

By Patrick Coffee 


Here’s a juicy anonymous tip for you: Cadillac may be looking for a new AOR.

A few established facts: the company got a new CMO in January and a new president last month. Sales in the U.S. are down considerably, with Auto News reporting that the two new executives “saw the depth of their challenge on Wednesday when Cadillac reported an 18 percent plunge in August U.S. sales.”


More key details:

“The brand’s U.S. deliveries have slipped in five out of eight months this year in an overall market that has grown 5 percent.

To remedy that…the division is considering adding features such as heated seats to lower-level versions of the car to entice buyers next year and making ‘significant changes’ to the brand’s marketing in the first quarter.”

Campbell Ewald’s Rogue unit has been AOR for the brand for more than a year after a creative review that didn’t sit well with former AOR Fallon; Rogue hired Matthew Zelley to run creative on the account in July 2013. ICYMI, the brand’s “Poolside” spot also earned a spoof from Team Detroit back in March.

Again, this is an anonymous tip. But the numbers don’t look good for Cadillac, which seems like a prime candidate for a “rebranding.”

At the very least, we can expect the tone of its campaigns to change in 2015.