GM's Marketing Changes Continue: Cadillac Gets New Ad Director

Former Leader for Caddy Brand, Molly Peck, Moves to Chevy

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General Motors has appointed a new director of advertising for the Cadillac brand, Ad Age has learned.

Craig Bierley
Craig Bierley Credit: John F Martin

Craig Bierley will succeed Molly Peck, who is moving to a bigger brand at GM and becoming director of Chevy advertising. Ms. Peck, an Ad Age Woman to Watch, replaces Kevin Mayer, who left General Motors to become VP-marketing at Volkswagen last summer.

Mr. Bierley, a Michigan native and more than 20-year veteran of GM, has taken an unusual path within the company to get to a senior marketing post. He started out as a financial analyst, but jumped onto the brand side about a decade ago, first as a brand manager and product director for GMC, when the Yukon, Sierra and Acadia were introduced to the public. Then, while working on Pontiac, he was a marketing director who oversaw the launch of the Vibe and Solstice Coupe, among other things.

Immediately prior to being tapped to lead Cadillac marketing, Mr. Bierley served as director for Buick GMC advertising and sales promotion, where he was charged with leading advertising and promotional strategies for the Buick and GMC brands, including broadcast, print, digital and experiential channels.

"He has helped the company grow and evolve, successfully completing many product launches, sales and marketing positions in the GMC, Pontiac and Buick sales and marketing organizations," a GM representative said in a statement to Ad Age.

The change in the marketing ranks comes while Alan Batey, VP of U.S. sales, service and marketing, continues serving in the interim global CMO position following the ouster last summer of former global CMO Joel Ewanick.

A few months later, Mr. Ewanick turned up as an adviser to the CEO at Fisker Automotive, the embattled maker of luxury Karma cars. There is no update yet about whether Mr. Batey will continue on as the permanent replacement or if the company is getting close to appointing an outsider to the post. But in the meanwhile, Mr. Batey has wasted no time initiating some big changes at the automaker that reverse decisions that his predecessor had made.

First he moved all Silverado duties out of the Commonwealth structure that Mr. Ewanick initiated, shifting them to Leo Burnett. Then, earlier this month, he scrapped "Chevy Runs Deep", the tagline that Mr. Ewanick ushered in with agency Goodby Silverstein & Partners.

The arrival of a new brand director at Cadillac raises the question of whether the current agency servicing the account is in good stead. According to more than one industry executive, agencies outside of current agency of record, Fallon, which is owned by Publicis Groupe, have been having conversations around providing new brand ideas. Cadillac has had a revolving door of shops in the past few years, moving from the now-shuttered Modernista in Boston to Publicis Groupe's BBH and then to Publicis-owned Fallon.

For its part, GM maintains that it's current agency of record relationship is solid. "Fallon is our creative agency of record and we continue to work with them in elevating the Cadillac brand," a rep said.

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