Cadillac Begins Advertising Agency Review

GM’s Cadillac brand announced it will begin an advertising agency review, part of the company’s global expansion plan.

“Fallon Worldwide remains our current advertising agency of record,” Cadillac said in a statement. “No change has taken place. Fallon will be invited to participate in this review process along with other agencies. We are not disclosing the other participating agencies nor details of the review process.”

Fallon General Manager Denis Budniewski, which has held the automaker’s account for almost two years, refused to comment on the issue. Before Fallon Worldwide, Cadillac’s advertising firm was Bartle Bogle Hegarty, after it won it from Modernista.

Last year Cadillac invested around $244 million on advertising, according to market researcher Kantar Media. Crain’s Detroit Business said that GM plans to move the account to Campbell Ewald; a report which the automaker denied saying that it has not taken any decision regarding the future of the account.

Is Fallon loses Cadillac, it would mean a heavy blow for the company which has roughly 50 employees that work on the account in an office located in GM’s headquarters building. Fallon won Cadillac’s account in 2010, the same year it dropped Chrysler’s account.