Rogue was created for Cadillac and will draw on resources from Hill Holiday, Lowe and Campbell-Ewald, three existing Interpublic agencies, according to an e-mailed statement by Cadillac. Rogue will be based in the Detroit-area office of Campbell-Ewald, with much of the creative and strategy work in Hill Holiday’s Boston office.
GM said in March it would conduct an advertising agency review for Cadillac. The account had been held by Minneapolis-based Fallon Worldwide and GM said at that time that Fallon had been invited to participate.
The automaker is changing Cadillac’s advertising agency amid an effort to boost sales of the luxury brand. Cadillac’s U.S. sales surged 38 percent in the year’s first five months, the biggest year-to-date increase since 1976. Detroit-based GM is emphasizing Cadillac and mass-market Chevrolet as its primary brands worldwide.
Interpublic Group, based in New York, has been drawing more business from GM. The company’s McCann Worldgroup gained control of a joint venture formed last year to win GM’s Chevrolet ad business.
GM declined 2.3 percent to $33.93 at the close in New York while Interpublic Group fell 0.7 percent to $14.34. GM has gained 18 percent this year and Interpublic Group has climbed 30 percent, compared with a 14 percent increase for the Standard & Poor’s 500 Index.
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