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US: Caddy looks for new ad agency
GM's Cadillac brand is dropping its current advertising agency as it seeks to reverse a slide in sales in its home market and revitalise the brand's image.
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20 Oct 2009
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RE: US: Caddy looks for new ad agency
Cadillac, and the rest of GM’s brands, need to trade their branding campaigns in for more efficient pay-for-performance models. More brand building is not what the automotive industry needs right now. What it needs is sales. Pay-for-performance television, in particular, is a proven sales driver that has worked for major brands including Proctor & Gamble and PepsiCo. In the age of government bailouts and global recession, the automotive industry should be paying its agencies to sell its cars, not place its media. The data, analytics, experience and expertise are available today to create media strategies guaranteed to generate sales at an agreed upon cost-per-lead or cost-per-sale. The auto industry should be taking advantage of this capability in a big way. It’s smart business. Anything else will be a waste of taxpayer money. www.mercurymedia.com
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20 Oct 2009
by MercuryMedia
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RE: US: Caddy looks for new ad agency
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23 days ago
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