DETROIT: General Motors' Cadillac brand has selected FleishmanHillard as its strategic communications partner with the goal of engaging consumers in the fashion, luxury, and technology spaces.
It is understood that the agency won the business following a review process and that Fleishman will act as a marketing partner for programs built on PR principles, such as relationship building and engagement.
The firm will work to develop luxury and lifestyle positioning for Cadillac for a new generation of buyers, PRWeek has learned.
The 110-year-old Cadillac brand decided to hire Fleishman as an agency partner for luxury lifestyle outreach as it is “growing at a pretty impressive rate,” said David Caldwell, communications manager for the brand.
“We've launched a lot of new products, and we've had some success in terms of connecting with new buyers. As we are expanding and elevating a bit, we really needed to take a look at some new ways to grow our team,” he said.
The high-end automobile brand said Tuesday that it hired newly formed Interpublic Group specialty agency Rogue, which will draw from IPG creative shops Hill Holliday, Lowe, and Campbell-Ewald for its creative account. Fallon Worldwide had previously handled Cadillac's advertising.
GM is attempting to transform Cadillac into a global brand, expanding its customer base in China and defending its turf in the US from German luxury brands, according to the Detroit Free Press.
Caldwell added that the decision to hire Rogue for creative work was separate from the Fleishman appointment.
Fleishman's “luxury lifestyle” work will focus on creating innovative methods to attract new customers, and Caldwell said the strategies could have PR, social, digital, or marketing implications. The new target demographic skews slightly younger than Cadillac's typical consumer segment.
During the review, Caldwell said the brand looked at agencies that General Motors works with on a corporate level, which includes Fleishman, Weber Shandwick, and MSLGroup, as well as other firms. He added that Cadillac is working with Weber on a project. GM global communications VP Selim Bingol, who joined the company in 2010, previously held various roles at Fleishman, including SVP and senior partner.
In addition to engaging a new consumer demographic, Caldwell said Fleishman will help the brand target a different set of media and bloggers for new vehicles such as the ELR Extended Range Electric Coupe.
Caldwell said the contract is ongoing but declined to disclose budget information.