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||********|
|***** **** & *****||Media Buying, Media Planning||unknown||present||*|
|*** ******||Media Buying, Media Planning||unknown||present||******|
|***.***||AOR - media buying & planning||2014||present||*****|
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Millennial Media Opps: Cadillac plans program relaunch, new vehicles to combat sales declines
XT6 crossover vehicles.
Marketing for the XT4 targets female buyers (millennial skew) with an emphasis on TV commercials and individualized YouTube ads. Cadillac has also invested in experiential efforts with Girlboss, Live Nation and a three-year partnership with the PGA of America (more reboot its subscription program, Book by Cadillac.
After hiring Wahl in March, it named Rory Harvey, former Vauxhall Motors executive, its sales, service and marketing VP. It lost head of marketing & member services for Book by Cadillac, Tara Brannigan, to the director of global marketing position at Hilton (October).
Per Kantar, the brand's planning and buying periods are, respectively, Q2 and Q1. It invests in broadcast, digital, print and social media. While its target demographic has largely consisted of millennial men, like I mentioned before, it's been targeting more female consumers lately.
In 2018, iSpot reports that Cadillac spent $140.1 million on national TV targeting men (see chart right). This increased notably from the brand's 2017 spend, which dropped to $133.7 million from that of $173 million the previous year.
According to Adbeat, within the past year, Cadillac has spent $4.3 million on digital display placed mostly site direct (65%) on destinations including youtube.com, warpedspeed.com, nadaguides.com, hiphopmyway.com and motortrend.com. This amount decreased significantly from the $8.8 million spent during the year prior.
Carat since 2012.
Agency & martech readers - Wahl is still relatively new, so there may be work to secure across Cadillac's portfolio. Also keep an eye on Book by Cadillac, as we placed the program on the global director departed. Its reboot further signals agency changes are likely.