All the agencies will take their case before GM and Cadillac in Detroit before Thanksgiving, with the pitch set for January.
The move to find a new agency to promote the Cadillac brand was born out of the need to take the brand's marketing and advertising to a new level. The former agency, Modernista , which didn't take part in the current pitch, has done some good marketing and advertising in the past," but GM is "looking for the best agency partner to deliver outstanding advertising that attracts the luxury-vehicle buyer."
"Cadillac has begun a review process seeking a new creative advertising agency. As we continue the renaissance of the Cadillac brand, we are looking for the best agency partner to deliver outstanding advertising that attracts the luxury vehicle buyer," Bryan Nesbitt, Cadillac general manager said at the time.
A week after the announcement was made, Cadillac received a new logo, a minor-tweaked version of the old one.
The change is strategy GM adopted over the past months in regards to its advertising strategy have been aimed at changing the way in which each of the brands are being perceived.
Back in July, when he was placed in charge of GM's advertising strategy, Lutz promised we will "very quickly see a drastic change in the tone and content of our advertising."