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Click above to view Modernista's Cadillac commercials after the jump

It was three years ago that Cadillac switched to ad agency Modernista!, and one year leater it rolled out its "Life. Liberty. And the Pursuit." campaign. In a four-sentence statement put out by Cadillac General Manager Bryan Nesbitt, the brand is looking for a new agency and Modernista! "has elected not to participate" in the search.

There have been various reasons given for the split. An agency rep said it was down to "creative and strategic differences." Another report said it was about fees and Cadillac not being able to stick with a small independent, versus going with a shop under the same corporate umbrella as GM's other ad agencies. And Fritz Henderson said "We think we can do better."

Cadillac did well enough with the Kate Walsh ads, and its Reignition spot created the kind of anticipation the brand sorely needs. We look forward to seeing what kind of "better" Henderson and Lutz have in mind. In the meantime, follow the jump to check out some memorable Caddy ads from Modernista and a spot from the campaign before, "Breakthrough."

[Source: GM]

Continue reading Cadillac kicks current ad agency to the curb, seeking new suitors

Cadillac kicks current ad agency to the curb, seeking new suitors originally appeared on Autoblog on Mon, 12 Oct 2009 09:27:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>adsadvertisingarnold worldwideArnoldWorldwidecadillaccommercialsfritz hendersonFritzHendersongeneral motorsGeneralMotorsgmmarketingmodernistavideovideosMon, 12 Oct 2009 09:27:00 EST<![CDATA[Volvo enlists valets to understand its clientele]]>http://www.autoblog.com/2007/09/18/volvo-enlists-valets-to-understand-its-clientele/http://www.autoblog.com/2007/09/18/volvo-enlists-valets-to-understand-its-clientele/http://www.autoblog.com/2007/09/18/volvo-enlists-valets-to-understand-its-clientele/#commentsFiled under: ,


The new Volvo slogan gleaned from hours of interviews with valets and Volvo owners: "Life is better lived together." When Volvo's new ad agency, Arnold Worldwide, went looking for a Volvo message that went beyond safety, it started with valets and parking attendants. They told Arnold that Volvo owners are friendly, generous, travel in company, and use their cars as more than showpieces.

Arnold then went to Volvo owners and discovered that they are "users, not havers," and they like to share. In fact, "89% of them put a premium on togetherness and sharing." The result is that six television spots will air that showcase Volvo owners as "'we' people as opposed to 'me' people."

Lifestyle marketing doesn't follow rational rules, but it will be interesting to see if buyers will connect being gregarious doers with owning a Volvo. If so, then Volvo might reverse its 9% decline in year-on-year sales so far this year. And if you're the person who actually did bring enough candy for everyone in the first grade, Volvo would like to have a word with you.

[Source: Ad Age]

Volvo enlists valets to understand its clientele originally appeared on Autoblog on Tue, 18 Sep 2007 07:57:00 EST. Please see our terms for use of feeds.

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Poor Arnold Worldwide. They were mining advertising gold for Volkswagen in the late 1990s with clever spots and print ads. Apparently the relationship went cold, and VW moved on. There was much wailing and gnashing of teeth in Boston, but now, Arnold has found themselves in the crosshairs of father's advocacy groups as they vie for Volvo's ad money.

Arnold is in contention to win the $150 million account for Volvo's advertising, but they're drawing fire for past work that's denigrated fatherhood. Men's-issue advocate Glenn Sacks is leading the charge, along with the groups HusbandsandFathers.org and Fathers and Families. Sacks cites Arnold's recent work for clients such as Fidelity and Verizon as evidence the advertising agency is "anti-father."

For its part, Arnold has been dragged in far enough for CEO Fran Kelly to rebut Sacks's claims and point out that the client has the final say on any creative before a campaign leaves the concept stage. It must be a little bewildering. One day, you're sitting there in the Pru, doing your agency thing, and the next thing you know, they're outside with a cauldron and pitchforks. While Sacks has a point that portrayals of fathers on television is a caricature at best, most of what's on the tube is hyperbole. The efforts of these advocacy groups may be better directed at the brands and companies that are approving the campaigns that offend. With a little sensitivity training, the end customers may start making more considered decisions. We won't be holding our breath, but hey, it could happen.

UPDATE - Volvo has provided us with a statement regarding its current ad agency search:

"Volvo has four outstanding agencies vying for its advertising account, and it is our intention to select the agency that we think has the best understanding of our brand, the best creative and that can best communicate our brand and product attributes to the public. In the end, Volvo will be the ultimate decider on the advertising that reaches the airwaves or the printed page."

[Source: Automotive News - sub req'd]

As the ad world turns: Male activist group pesters Volvo to portray fathers better originally appeared on Autoblog on Fri, 02 Mar 2007 06:57:00 EST. Please see our terms for use of feeds.

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