Publicis Worldwide has been appointed the global creative and strategic agency of record for Cadillac.The team that will work on it includes key staffers from Publicis Worldwide across all Cadillac's markets.
Sources said General Motors’ Cadillac brand contracted with Publicis directly, with no intermediary.
"We have spent much of this year refocusing on the core values of our brand," Cadillac CMO Uwe Ellinghaus said in a statement. Adding Publicis Worldwide to our team — with its undisputed expertise in luxury brand-building — will further our progress globally."
Cadillac had been handled by Interpublic Group's Rogue agency, which IPG formed in June 2013 expressly to work with the auto brand. IPG abruptly shut down Rogue in September and consolidated the Cadillac account under Lowe.
The switch to Publicis Worldwide caps industry speculation that Ellinghaus was in the market for a new creative agency.
This story was updated to include a quote from Uwe Ellinghaus.