"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," Nesbitt said in a release.
According to Cadillac, the current advertising partner, Modernista!, chose not to take part in the new selection process. The manufacturer will be assisted in the process by Ark Advisors.
The announcement about both the revamped logo and the search for a new ad partner was made over the weekend by the company's Fritz Henderson.
"We think we can do better," he said. "We have done some good marketing and advertising in the past, but we do think we can take it up another level."
The moves GM has made in 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," with "a not only break through" message, but also with "an enhanced view of each of our brands” for the customers.