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Posts Tagged ‘Carla Serrano’

Publicis Worldwide Wins Cadillac

Cadillac

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.

Read the full internal memo from Publicis CEO Arthur Sadoun – which thanks CSOs Carla Serrano, Dylan Williams, and more — below.

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TBWA\Chiat\Day Alum Latest to Join Partner Ranks at Naked

Former TBWA\Chiat\Day chief strategy officer Carla Serrano is heading to Naked Communications’ New York office to assume the role of partner. Serrano will officially take her post on Feb. 15 and work alongside fellow Naked partners Paul Woolmington and Neal Davies.

During her time at Chiat NY, Serrano helped the agency win accounts including Planters and Kahlua, served as a strategic advisor to agency client Kraft and oversaw the launch of TBWA unit, Being. Prior to that, the 20-year industry vet was a director of planning at Berlin Cameron United/Red Cell, where she managed global accounts including Coca-Cola, Samsung and Moet Hennessy. Serrano’s hire in NY follows Naked’s recent appointments of Lisa Seward Perry and Amy Sheil to co-partners in Minneapolis.