Carol H. Williams to Stand for Cadillac

Earlier this week, one of GM's brands, Chevrolet, announced it has selected Spike DDB to represent and create the ads for the brand so that they target the African-American consumers. Now it is the turn of GM's luxury brand, Cadillac, to do the same.

Cadillac announced yesterday it has selected Carol H. Williams to do the same for the brand. Working together with the other agency in the rooster, Fallon, Carol H. Williams will develop an advertising campaign intended for the African-American luxury car buyers.

“We need to tell the Cadillac story to affluent, urban consumers in ways that are relevant to them,” said Joel Ewanick, General Motors US Marketing vice president. “Carol H. Williams has worked with Cadillac and other luxury brands in the past, and we think their experience will be valuable as we develop a multicultural marketing strategy for GM’s flagship brand.”

The news comes one day after the Cadillac blooper in GM's most powerful market, China. In an attempt to boost the sales of the Cadillac SLS, the Chinese long-wheelbase version of the STS, GM announced it will be sponsoring a documentary commissioned by the Communist Party of China. The film will be presenting the creation of the party starting with 1917 and ending in 2010.

“Cadillac products like the new CTS-V Coupe compete head-to-head with the world’s best vehicles,” said Don Butler, Cadillac Marketing added, unwilling explaining the decision made in CHina. “It’s important for Cadillac to connect with more people in a fresh and meaningful way. We’re looking to Carol H. Williams and Fallon to help us illuminate Cadillac as ‘The New Standard of the World.’”