Cadillac Drives Escalade to Troy

DMB&B’s Michigan Office Back in Driver’s Seat of GM Luxury SUV
DETROIT–D’Arcy Masius Benton & Bowles’ Troy, Mich., office is back at the helm on the Cadillac Escalade, the new luxury sport utility vehicle from General Motors.
While DMB&B in Troy is the national agency for GM’s Cadillac division, the Escalade assignment was handed to the agency’s Los Angeles office last year. Cadillac then awarded the vehicle’s launch ad to Berlin Cameron & Partners, New York.
Berlin completed the first 30-second TV spot, which broke during the Super Bowl, and DMB&B Los Angeles was involved in some of the initial strategic discussions, but the assignment was then shifted back to Troy, said Michael Panley, DMB&B vice president and account supervisor.