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Campbell Ewald near deal on Cadillac account, sources say

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Campbell Ewald near deal on Cadillac account, sources say
Crain's Detroit Business
March 11, 2013
by Bill Shea

Advertising agency Campbell Ewald, which last week announced its decision to relocate its headquarters from Warren to downtown Detroit inside Ford Field, is in talks to pick up a major new client: Cadillac.

Crain's has been briefed on the matter by sources familiar with the situation, but who agreed to speak only on the condition of anonymity.

A deal has not yet been finalized and financial terms have not been disclosed, but the account for the General Motors brand is believed to be valued at about $244 million annually in media billings. No timeline has been disclosed.

The talks have been characterized as serious, and would represent a relationship renewal between two companies linked since the auto industry's infancy.

Campbell Ewald handled Chevrolet's marketing for GM for 91 years until the automaker shifted to a rival agency in 2010, a change that sent shock waves through an industry known for marketing relationships lasting generations.

The Cadillac scenario, as laid out by insiders and explained to Crain's, has it eventually taking over the work for the General Motors Co. luxury brand from incumbent Minneapolis-based Fallon Worldwide Inc.

Campbell Ewald CEO and Chairman Bill Ludwig, in New Orleans this week for the American Association of Advertising Agencies' annual conference, deferred comment to Cadillac via his agency's outside media relations firm, New York City-based B-to-B public relations firm DiGennaro Communications.

David Caldwell, manager of communications for Cadillac, declined to comment Monday afternoon.

An email to Fallon's Detroit office this afternoon has not yet been returned, and a spokeswoman at the agency's corporate headquarters referred questions about the Cadillac account to a colleague that has yet to return a call.

Sources familiar with the situation said Campbell Ewald was hired by Cadillac this year to do an assessment of the brand's entire marketing effort — basically one ad agency auditing the work of a rival agency on an account it covets.

Full article available at link.
 
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