McCann Shanghai Picks Up Cadillac's China Creative Duties

Incumbent Was Burnett, Which Launched Brand in Country in '04

By Published on .

DETROIT (AdAge.com) -- General Motors Corp. handed its Cadillac creative account in China to McCann Erickson, Shanghai, without a review, Garry Neel, CEO of McCann Erickson Detroit, Birmingham, Mich., told Advertising Age.
McCann will now handle Cadillac in China, adding to its global work for the GM brand.
McCann will now handle Cadillac in China, adding to its global work for the GM brand.

Publicis Groupe's Leo Burnett, Shanghai, was the incumbent and introduced Cadillac in China in fall 2004 with a major TV and billboard blitz.

Earlier this month, GM reported record annual vehicle sales in China of just more than 1 million units, with its Buick brand leading the way at 322,115 units. Cadillac sold 7,022 vehicles in China last year, a 148% jump from 2006, GM said.

McCann and Caddy globally
The Shanghai office of the Interpublic Group of Cos. agency also handles creative for GM's Chevrolet brand, which sold 172,182 vehicles in China last year. McCann has the automaker's Cadillac accounts in Japan, Canada, Columbia and Venezuela, as well as the Holden brand in Australia, said Mr. Neel, who is also global account director on GM at the agency.

McCann and Burnett have tussled over the carmaker's accounts globally. In the U.S., McCann lost its long-held Buick national creative account to Burnett, Chicago, last year in a consolidation move.
Most Popular