Reports: Cadillac to Shift Account to Campbell Ewald

Automaker says review is pending

GM's Cadillac may be on the move, though the automaker on Tuesday denied reports that it has decided to shift lead responsibilities for its advertising from Minneapolis-based Fallon to Detroit-based Campbell Ewald. Cadillac spokesman David Caldwell said that while the carmaker will be reviewing the account, it has yet to make a decision on where it will land.

Caldwell declined to name who participants in the review would be, how long the brand expected a review to take, or whether it would hire a consultant. "The only thing we can say is there has been no change, Fallon remains our agency," he said. "Due to our growth, we're conducting a review."

Cadillac spent an estimated $244 million on advertising across media in 2012, according to Kantar.

Crain's Detroit Business first reported Monday evening that Cadillac would be moving the account to Interpublic Group's Campbell Ewald, but said the deal had not yet been finalized.  The Wall Street Journal followed suit, also citing anonymous sources, and saying an agreement could be announced within the week.

Those stories followed Campbell Ewald's announcement last week that it would in January 2014 move into a new office in downtown Detroit, after spending 35 years based in the city's Warren, Mich. suburbs. The agency's new address puts it about a mile from GM's corporate headquarters.

Representatives for Fallon and Campbell Ewald both referred Adweek's calls to Cadillac.

GM moved the Cadillac account to Fallon in summer of 2010, after the brand spent a short stint at BBH New York. Then-GM marketing chief Joel Ewanick, who oversaw the move, was ousted from the company in 2012. But even during his tenure, Cadillac's relationship with Fallon was seen as strained. The agency's campaigns included work on Cadillac's ATS, part of the automaker's ongoing efforts to revamp its lineup. 

Campbell Ewald is a former GM agency, having worked on its Chevrolet account for some 90 years.