June 11, 2013

Cadillac selects Rogue as creative agency of record

Cadillac selected a new agency called Rogue as its creative agency of record, following a review process. Cadillac expects this move to further enable its growth.

Created specifically for Cadillac, Rogue is part of the Interpublic Group of agencies drawing on the resources
of three existing IPG agencies - Hill Holliday, Lowe and Campbell-Ewald. Rogue brings global capabilities, a depth of experience in integrated marketing and a strong understanding of luxury brands coupled with an automotive marketing background.

"All of the invited agencies demonstrated a high-level of thinking and clearly worked very hard during the review process," said Bob Ferguson, Vice-President, Global Cadillac. "We selected Rogue because its strategic insights, creative vision for Cadillac and strong luxury and automotive experience were the best match for our global growth plan."

Rogue will be headquartered in Campbell-Ewald's Detroit-area office, with much of the creative and strategy work located in Hill Holliday's Boston office.

"Our open architecture model brings together outstanding IPG talent with deep knowledge of both autos and the luxury consumer - domestically and around the world," said Michael Roth, Chairman and CEO of Interpublic Group. "Our offering will be comprised of the exceptional creative capabilities of Hill Holliday, a powerful base of operations in Detroit thanks to Campbell Ewald, and Lowe's dynamic international network."

In addition to a new creative agency, Cadillac recently added public relations and integrated marketing communications firm FleishmanHillard to the team to provide strategic communications counsel to the brand and help reach new customers in fashion, luxury, and technology.

"Cadillac is taking a modern approach (to marketing communications) by mobilising its agency partners in truly strategic rather than executional roles," said FleishmanHillard President & CEO, Dave Senay. "Driving the new Cadillac narrative and executing communications brilliantly in the places our buyers live is our mandate, and we look forward to collaborating with our new colleagues and agency partners."


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