This morning Cadillac made its big decision: Publicis Worldwide will be its global creative agency of record.
The (very quiet) review began in September when the brand chose to end its partnership with Hill Holliday, and Cadillac will no longer work with IPG agencies moving forward.
Earlier reports held that, while IPG had chosen to fold the Rogue unit it created to serve the client after the Hill Holliday decision, its Lowe and Partners group would take over the account with creative run out of New York and management handled by Campbell Ewald in Detroit. AdAge reported that “the only shop that’s really losing out on Rogue is Hill Holliday,” but that is no longer the case.
The news amounts to a major loss for IPG, which held the account for little over a year after Cadillac’s Fallon breakup prompted the agency’s CEO to write a note calling the decision “an outcome we do not deserve.” The holding company announced a cross-agency realignment to more effectively serve the client when Cadillac named a new president in August (following the appointment of a new CMO in January), but those efforts were not enough to retain the business.
What’s not clear at the moment is how the review unfolded: Cadillac did not announce it or make any public comments, and we don’t know which agencies were involved beyond Lowe and Publicis.