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Cadillac’s New Marketing Chief Aims to Make Brand “Relevant”
Uwe Ellinghaus, who will take over as Cadillac's chief marketing office on Jan. 1, tells Bloomberg News the brand is admired and well-like but not "particularly relevant" among luxury-car shoppers.
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Uwe Ellinghaus, who will take over as Cadillac's chief marketing office on Jan. 1, tells Bloomberg News the brand is admired and well-like but not "particularly relevant" among luxury-car shoppers.
He tells the news service his biggest challenge will be to convince such consumers that Cadillac is worth serious consideration. He hints that the brand's distinctive exterior designs will be a focal point of future marketing.
He also says a successful marketing strategy must be driven by Cadillac, not its ad agency. Interpublic Group's Rogue unit won the account last year, and Ellinghaus says he has no immediate plan to replace it.
He also opines that all ad agencies are "only as good as you steer them. Ellinghaus tells Bloomberg that, "as long as you don't know the direction for the brand yourself, don't ask your advertising agency what the brand strategy could look like."
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