IPG hands global Cadillac account to Lowe and Partners

IPG has shifted its Cadillac account to Lowe and Partners Worldwide in order to deliver a comprehensive range of network resources.

Lowe and Partners Worldwide will assume responsibility as Cadillac’s creative advertising agency of record to “create more cohesion and alignment of resources supporting Cadillac and its continued elevation globally”, said the company in a press release. Dedicated Lowe and Partners teams in Detroit and New York will be tasked with crafting global advertising strategy for the brand and will lead Cadillac’s marketing efforts.

Meanwhile, the Rogue unit which handled the account will be retired.

“The realigned Lowe and Partners network has the talent we need to help continue to build the Cadillac brand globally.” said Uwe Ellinghaus, Cadillac’s CMO.

“Given the global scope of the Cadillac brand and business priorities, the decision is a natural evolution of our service model in support of this key client,” Michael I. Roth, Interpublic’s chairman and CEO said.

“With the counsel and support of Cadillac management, we have recently assessed the state of our offering at this point in the relationship. The group of agencies we brought together a year ago were uniquely suited to Cadillac’s needs at that time. We believe this shift, to a single-source relationship with a global network, better aligns agency resources strategically, creatively and geographically with the current direction of Cadillac as a business.”

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