Chemistri Names Lead Creative on Cadillac

CHICAGO Publicis Groupe’s General Motors-dedicated unit Chemistri said it has hired Bertrand Garbassi to lead creative on the agency’s Cadillac account.

Garbassi, 45, most recently co-creative director at WPP Group’s Young & Rubicam in Detroit, will be responsible for all Cadillac image and vehicle marketing, including national and regional advertising, product brochures and interactive media. He will report to Mark Tuttssel, deputy chief creative officer of Leo Burnett USA, through which Chemistri reports.

GM spends more than $200 million annually on domestic Cadillac ads, per Nielsen Monitor-Plus.

“Creatively, we’re at a point where we need to take Cadillac’s successful ‘Breakthrough’ campaign to the next level and [Garbassi] will be critical to that evolution,” said Tutssel in a statement.

At Y&R, Garbassi was responsible for Mercury’s “New doors opened” campaign, which bowed in September. He also helped develop a series of Web films, Meet the Lucky Ones, for the Mercury Mariner SUV and worked on GM’s Lincoln nameplate.

“Bertrand will enhance our creative reputation and the quality of our work,” said Stan Fields, chief operating officer of Chemistri, based in Troy, Mich., in a statement. “His diverse creative background and, in particular, his experience on luxury products and premier automotive brands will be important assets in helping us strengthen Cadillac’s … brand image.”

At Chemistri, Garbassi joins as an ecd. Three others at the shop have that title: George Katsarelas and David Johns, who lead the Pontiac business, and Daniel Hennessy, who guides the service parts operations work. Tutssel retains creative oversight of the office.