Diana Marszalek 08 May 2019 // 6:35PM GMT
NEW YORK — Cadillac, once the epitome of American-made luxury driving, has named MSL its new PR agency of record, charging the agency with helping the brand recapture its former glory.
MSL was selected in a competitive review that featured at least two other firms. The firm assumes the role from Kovert Creative, which Cadillac started working with in 2016 following parent company GM’s review of PR support for all its brands.
“The time is right to make a change and we felt MSL provided the expertise in data and analytics and media skills that we really need,” said Michael Albano, who oversees Cadillac communications. MSL’s work will focus primarily on North America, although having a global footprint was among the agency’s attractions, particularly with China being one of Cadillac’s largest markets, he said.
MSL is assuming the Cadillac business at what could be a seminal point for the brand, one of the oldest in the US. After years of slumping sales, Cadillac is in midst of a major transformation aimed at recapturing the market.
That includes an aggressive plan to introduce a completely new vehicle every six months for the next three years — from sedans and crossovers in the near-term to, eventually, electric and semi-autonomous vehicles. All of which will be engineered with both the design and technology on which Cadillac built its reputation, Albano said.
“Cadillac was a brand that once captured the imagination of the buying public. We need to recapture that, he said. “That is our mission.”
"It is a thrill to partner with Cadillac at this important and transformational moment," added MSL US CEO Diana Littman. "We couldn’t be more committed to building the business, and this brand’s incredible story."