The assignment does not involve Harris Marketing, Ann Arbor, Mich., recently named GM's agency of record for efforts targeting women (AA, Feb. 17).
Specifically, Draft is charged with seeking a new kind of owner for the marque: the woman professional in her 40s.
EXPERIENCE WITH TARGET
Draft President Yvonne Furth said her agency won the business both because of its data modeling technologies and prior experience targeting women.
"We've successfully marketed to women for Rogaine .*.*. and we've also targeted Bausch & Lomb contact lenses to younger women," she said.
Cadillac would not comment on the budget for the campaign, to involve TV and print ads as well as direct mail. The first wave of the campaign will appear late this spring or in early summer.
"One of the major appeals is the safety aspect," said Debbie Burzyck, manager-product publicity at Cadillac. The DeVille features side airbags and perimeter lighting.
Cadillac DeVille ownership among women is "not up to the 30% range yet," Ms. Burzyck said.
Cadillac's Catera and El Dorado both have a larger share of women car owners.