Lateral wins digital Cadillac BLS brief

Cadillac and Corvette Europe has appointed Lateral to handle digital marketing for the launch of the Cadillac BLS.

The decision marks the first time the car manufacturer has hired a UK-based agency since its parent, General Motors, introduced Cadillac to the UK in 2003.

Lateral will handle marketing of the Cadillac BLS, a small saloon car due to launch in the second quarter of 2006. The launch will form a key part of Cadillac's European push and is aimed at the market led by the BMW 3 Series.

Above-the-line advertising supporting the UK launch is expected to be adapted from work by Cadillac's European agency, the Frankfurt-based Buehler & Partners.

Neither Lateral nor Cadillac would comment.

Separately, the luxury car manufacturer Bentley has appointed a digital agency, Global Beach, to handle its worldwide interactive marketing for the next three years. The appointment covers website design for all marques and online advertising.

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