In Blow to Burnett, Modernista Gets Cadillac Ad Work

National and Regional Creative Duties Shift to Boston Agency

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DETROIT (AdAge.com) -- In a blow to Publicis Groupe’s Leo Burnett USA, Cadillac has shifted about half its national and regional creative duties from the agency’s Detroit-area office to independent Modernista, Boston, a spokesman at the General Motors Corp. brand confirmed.
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Modernista, which has handled GM’s Hummer brand since 2000, gets Cadillac’s CTS sedan, SRX crossover, performance V-Series models and other unnamed cross-brand projects, the spokesman said. Burnett's Troy, Mich., office keeps the Escalade SUV, and DTS, STS and XLR roadster car lines.

New marketing director
The shift comes less than two months after Liz Vanzura was tapped as marketing director at Cadillac from the same job at GM’s Hummer.

James Moore, president of Burnett Detroit and the agency’s global account director, declined to comment. Burnett CEO Tom Bernardin wasn’t available for comment.

Cadillac spent $226 million in U.S. measured media on national advertising alone last year, according to TNS Media Intelligence. Dealer advertising added another $97 million to the total. Although Cadillac said this week its February sales skidded 1.1% in the U.S. to 16,251 units vs. February 2004, its sales for the first two months of the year are up 1.7% to 30,984 vehicles.

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