Publicis Worldwide wins global Cadillac account

Cadillac has appointed Publicis Worldwide to its creative account.

Cadillac: appointed Publicis Worldwide
Cadillac: appointed Publicis Worldwide

The creative agency will take over the account from Interpublic's Lowe and Partners.

Publicis Worldwide has been appointed the global creative and strategic agency of record for Cadillac. It will lean on specialist and premium resources within the wider Publicis Groupe.

Sources said General Motors’ Cadillac brand contracted with Publicis directly, with no intermediary.

Interpublic Group's Rogue agency, which IPG formed in June 2013 expressly to work with the auto brand, was Cadillac's agency of record until September when IPG shut the shop down and switched the account to Lowe and Partners.

The switch to Publicis Worldwide follows industry speculation that the recently appointed Cadillac chief marketing officer, Uwe Ellinghaus, was in the market for a new creative agency.

Uwe Ellinghaus, the chief marketing officer at Cadillac, said: "This appointment is designed to accelerate the global expansion and elevation of Cadillac into a truly global luxury brand.

"We have spent much of this year refocusing on the core values of our brand. Adding Publicis Worldwide to our team —with its undisputed expertise in luxury brand building — will further our progress globally."

Arthur Sadoun, the chief executive of Publicis Worldwide, added: "For us, this appointment is an honor and a privilege. We will work passionately with the client leadership team to strengthen the power of the Cadillac brand."

News of the win was broken by Campaign in the US.