Cadillac Names Publicis as Global Ad Agency

General Motors Co.'s Cadillac brand has appointed Publicis Worldwide to be its creative agency in all markets.

Johan de Nysschen

Publicis, which describes itself as the world's largest ad agency, replaces Interpublic Group's Lowe and Partners. The move is a blow to Detroit-based Lowe Campbell Ewald, which moved to Detroit in January in part to serve the Cadillac account.

Cadillac has churned through four agencies since 2006. Over the past several months it has been defining its core values and formulating a plan to become a true global luxury brand.

Under the leadership of new President Johan de Nysschen, the unit has moved its headquarters to Manhattan, rolled out a new model-naming protocol, implemented a strategy to boost prices and announced a goal of doubling sales by 2020.