Interpublic has restructured its offering for client Cadillac, the GM luxury nameplate. Lowe and Partners will now lead Global advertising for the brand, replacing a unit known as Rogue, which was led by Boston-based Hill Holliday, with help from Campbell Ewald and Lowe.
Now Lowe will be the single agency on the account, worldwide and the Rogue brand, formed just last year, has been retired.
It was under the Rogue regime that the controversial “Poolside” TV spot was created last year, with actor Neal McDonough touting the American work ethic and pooh-poohing other cultures (like most of Europe) that take the month of August off.
IPG didn’t go into great detail explaining the switch, essentially saying Rogue made sense at the time and now it doesn’t.
“The group of agencies we brought together a year ago were uniquely suited to Cadillac’s needs at that time,” IPG CEO Michael Roth said. Shifting to Lowe, in consultation with the client, he added, “better aligns agency resources strategically, creatively and geographically with the current direction of Cadillac as a business.”
Some reports have speculated that Cadillac may be talking to other agencies. In a statement Cadillac CMO Uwe Ellinghaus said, “The realigned Lowe and Partners network has the talent we need to help continue to build the Cadillac brand globally.”
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