When the first-generation Cadillac CTS went on sale in 2003, the brand-revitalizing sedan incorporated a new design language that General Motors called "Art & Science." The idea behind the new design language was to ""incorporates sharp, sheer forms and crisp edges - a form vocabulary that expresses bold, high-technology design and invokes the technology used to design it." The design came with its own marketing campaign too, which brought many new customers to the Cadillac brand.
In recent years Cadillac has used the tag line "Life. Liberty. And the Pursuit" as its marketing mantra, but Automotive News reports that the Wreath and Crest is getting back to its roots. GM Marketing Chief Susan Docherty told AN that "Art & Science" is making a comeback, and the brand's new ad agency Bartle Bogle Hegarty is creating all-new assets for print, web and television spots, along with a fresh perspective for the Cadillac website.
And while Docherty is now in charge of all of GM's marketing initiatives, she's also going back to her roots with the Art and Science revival. Docherty was at Cadillac a decade ago when A&S was created. She's even bringing back Kim Brink, who is leaving her post as Chevrolet marketing director to oversee Art & Science part deux. The all-new ad campaign will reportedly hit the mass media in about three weeks.
[Source: Automotive News - sub. req.]