Cadillac Switches Ad Agencies Again

General Motors Co.'s Cadillac brand is moving its creative advertising account from Publicis Groupe's Fallon Worldwide to a three-agency team from Interpublic Group of Companies.

The group, dubbed Rogue, consists of Campbell Ewald, Hill Holiday and Lowe and Partners. Boston-based Hill Holiday will lead much of the creative work. London-based Lowe will handle digital advertising and creative work for Cadillac's global operations.

Rogue will be based at the future Detroit headquarters of account manager Campbell Ewald, which lost the Chevrolet account in 2010 after 91 years. The Warren, Mich.-based agency plans to relocate by early next year to new offices in a warehouse attached to Ford Field, home of the NFL's Detroit Lions.

Cadillac says it also recently hired Omnicom Group Inc.'s FleishmanHillard PR and marketing firm to provide "strategic communications counsel" as the brand seeks new customers in fashion and technology.

Three years ago, Fallon was awarded the Cadillac business without review by former GM Chief Marketing Officer Joel Ewanick. The agency gave up the Chrysler account to take on Cadillac. Since GM fired Ewanick last July, it has reversed many of his advertising moves.

Winning Cadillac's ad business strengthens Interpublic's relationship with GM. Its McCann Worldgroup already handles Chevy's creative account.