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Why Cadillac Needs More Than Ad Campaign

Cadillac used to be the walking dead in the luxury-car business but now cars like ATS and CTS are as good or better than what the Germans are selling. But European-brand buyers aren't coming to Caddy. The brand's marketing chief, formerly of Infiniti, Uwe Ellinghaus says the company, which is moving to New York, will launch a new ad campaign next April timed with the unveiling of the new CT6 sedan at the New York auto show. Ellinghaus said it would be a new and different advertising approach.

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