BOSTON Cadillac says its has called a review of creative chores on its ad account, adding that the incumbent, independent Modernista! here, will not participate.
The automaker spent $238 million on ads last year and $74 million through the first seven months of 2009, per Nielsen.
In a brief statement, client gm Bryan Nesbitt said: “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.”
Consultancy Ark Advisors in New York is assisting with the review.
Modernista! supplied this statement: “Citing creative and strategic differences, Modernsita! and Cadillac have decided to part ways. This ends a nine-year relationship between Modernista! and General Motors.”
The shop continued: “We are extremely proud of the work we created for both Hummer and Cadillac. We feel it ranks among the best, if not the best work in the automotive category. Modernista! would like to thank GM for their partnership and look forward to re-entering the category when the opportunity presents itself.”
Modernista! employs about 130 staffers and it’s “too soon to determine” if any layoffs will be made as a result of Cadillac’s exit, an agency rep said. Of late, the agency’s work for the Palm Pre has been its highest-profile effort.
Media chores at Publicis’ Starcom MediaVest Group are not in play.