GENERAL MOTORS' AGENCY RESOURCES HELP CADILLAC CRAFT ADVERTISING FOR INTRODUCTION OF ESCALADE

DETROIT--Cadillac is tapping the creative expertise of General Motors' agency resources to fashion launch year advertising for the 1999 Escalade, the newest entry in the luxury sport-utility segment. Berlin Cameron & Partners is creating the introductory television commercial that will break during the first quarter of 1999, while Cadillac agency D'Arcy Masius Benton & Bowles will continue the campaign with the sustaining advertising.

"Escalade represents an important chance for Cadillac to reach out to new buyers," said Steven Rosenblum, Cadillac's director of advertising. "In order to best leverage this opportunity, we decided to use all our available resources to get the best strategic thinking and the most creative solutions."

While DMB&B is an agency with a long history of working with General Motors, Berlin Cameron recently joined GM's roster of agencies working on corporate marketing and advertising assignments. The two agencies will work together to ensure that all Escalade advertising shares the same look and feel, Rosenblum said.

"I want to emphasize that DMB&B remains Cadillac's agency of record, and continues to be an important strategic partner as we go forward in communicating Cadillac's vision," Rosenblum said. "Our relationship with DMB&B is as strong as ever. Indeed, we are increasingly using the agency's resources around the world as Cadillac builds its presence as a global luxury automotive brand."

DMB&B/Los Angeles helped Cadillac develop the strategic positioning for Escalade advertising, and the agency's Detroit, Los Angeles and St. Louis offices jointly worked on the creative approach for Escalade's sustaining campaign, which will be produced by DMB&B/Detroit.

While it is unusual for multiple agencies to work on an automotive brand, Rosenblum noted that such collaborations are more common in other industries, such as packaged and consumer goods.

Jay Spenchian, Escalade brand manager, said advertising will communicate how Escalade sets a new standard in the luxury sport-utility segment by blending the rugged versatility of a sport-utility with Cadillac's unmatched combination of luxury, technology and customer service.

"Escalade advertising will be bold and aggressive," Spenchian said. "In addition to establishing Escalade's credentials, it will contribute to the ongoing effort to refresh the overall Cadillac image."

While Escalade television advertising won't break until 1999, an innovative marketing plan is bringing the new model directly to prospective customers through activities such as a series of luxury football tailgate parties. Spenchian said early Escalade sales are red hot, accounting for the highest number of pre-sold orders in Cadillac's history.

"As people get a chance to see Escalade 'up close and personal,' they're excited about the way it sets new standards for technology, comfort and style in the luxury sport-utility segment," Spenchian said.