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Brand’s Power Prompts Car Maker to Try an Umbrella Strategy
DETROIT–General Motors will tout all its Cadillac models under a single tagline starting with a campaign that breaks this week.
The tag, “The power of &. The fusion of design & technology,” debuts tonight in two 30-second TV spots from D’Arcy Masius Benton & Bowles, Troy, Mich., airing on ABC’s Monday Night Football. It’s the first effort behind the entire division in four years, said Phil Guarascio, General Motors vice president of advertising and corporate marketing.
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