Carat | Agency Profile, Contacts, AOR, Client Relationships
- Main Telephone
- (212) 591-9100
- Main Fax
- (212) 508-4399
|Angela S.||Chief Executive Officer - U.S.||NY|
Sample of Associated Brands
|Michael E.||Chief Executive Officer||NY|
|Ed G.||Client President - US||NY|
|William S.||Global President - Dentsu Aegis||NY|
|Louisa W.||Chief Operating Officer||NY|
|*******||media buying & planning||2012||present||*****|
|*** ******||Media Buying, Media Planning||unknown||present||*******|
|***.***||AOR - media buying & planning||2014||present||*****|
|******||Media Buying, Media Planning||2018||present||*******|
|****||AOR - media buying & planning||2014||present||***|
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Millennial Media Opps: Cadillac turns to MSL for PR as spend increases (Score 37)
As we over $6b in revenue in 2018. They plan to save sales across all brands by introducing a new Cadillac vehicle every six months for the next three years, a plan announced during Q4 of last year, per Holmes Report. Hookit reports most of their sponsorship is sports related: 68% auto racing, 12% golf, 4% mountain biking, 4% skiing and 12% everything else (a perfectly generalized category).
Their top planning and buying periods are Q1 & Q2, traditionally (especially with that latest Oscars commercial). The company General Motors spent $1.46 billion (yes, that's a 'b') in media marketing with around $137.3 million for all Cadillac brands combined in 2018 as reported by Kantar. The main brand, Cadillac, spent $38.5 million in 2018 with 50% in Q1, due to the Oscars TV ad ($20.3 million).
Adbeat reports that Cadillac has spent $12.1 million on digital display ads over the last 365 days, majority of which has been placed site direct (64%). Programmatic buying accounts for 24% of this spend and most of these ads are placed through Google and YouTube. Over the last 730 days, the brand has spent $20.9 million, meaning spend for the last year has increased $3.3 million over the last year. Top site destinations include: youtube.com, warpedspeed.com, yahoo.com, nadaguides.com and caranddriver.com.
Broadcast spend YTD is about $84.8 million, per iSpot. Top networks are ABC ($25 million), CBS, ESPN, TBS and FOX. See the chart for top show targeting. NFL football will begin in August, so start planning and reaching out now.
Sellers, this is a possibly groundbreaking point for Cadillac; broadcast opportunities are on the rise as the brand tries to salvage itself as the grandeur automotive leader of US brands. As reported by GM Authority, the campaign "Dare Greatly" rebranded Cadillac to a younger-than-retired audience: more than half of Cadillac owners are now under the age of 56 as of 2018. Therefore, you will likely be appealing to a coveted millennial and Gen X audience.