Modernista! Joins Cadillac Roster

CHICAGO General Motors has added independent agency Modernista! to its Cadillac brand roster, a company representative confirmed.

The Boston shop has added duties for the SRX, CTS and V series, while Publicis Groupe’s Leo Burnett will continue to handle the Escalade, XLR, DTS and STS lines, as well as international work, the representative said.

The rep would not provide a monetary breakdown on the size of the business. Overall, the nameplates moving to Modernista! received about $100 million in measured media support last year, roughly half of Cadillac’s total 2005 advertising expenditure, per Nielsen Monitor-Plus.

The move comes weeks after Liz Vanzura, who had led marketing duties on GM’s Hummer brand (which is handled by Modernista!), moved over to handle marketing at Cadillac.

Modernista! executives did not immediately return calls for comment. Leo Burnett representatives also did not return phone calls.

Burnett’s work for Cadillac had carried the “Break through” tagline and used the Led Zeppelin anthem “Rock ‘n’ Roll.” A new launch spot for the Escalade, however, did not use the tag or song, instead depicting the vehicle as a showcase entry in a fashion show.