By Colum Murphy
SHANGHAI--General Motor Co.'s Cadillac decision to appoint
Publicis Worldwide as the brand's global advertising agency was
driven by the need to build a consistent global message, Cadillac's
president said Friday.
"The Cadillac that you will meet in the streets of New York will
be the same that you meet in the streets of Shanghai," said
Cadillac president Johan de Nysschen.
The decision was based on the "consideration of how we can best
utilize the global abilities of an agency like Publicis to help us
with getting a consistent global messaging out for Cadillac," he
told reporters at a Cadillac media event in Shanghai.
Cadillac spent roughly $280 million on advertising in 2013,
according to advertising tracking research firm Kantar Media.
The selection is the auto brand's sixth major agency shift since
2007.
Mr. de Nysschen said Cadillac was going through a "fairly major
course correction" and reexamining all areas of its business.
"We are challenging everything-the product philosophy, our go to
market strategy and the very essence of what the Cadillac brand
stands for," he said. "Nothing is off the table."
Write to Colum Murphy at colum.murphy@wsj.com
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