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There’s numerous executives at the forefront of*Cadillac’s*turnaround, but you could argue that few have a more important role than the brand’s new chief marketing officer, Uwe Ellinghaus. Cadillac has the right products, and it’s the former BMW marketing exec’s job to make the public aware of their existence.Ellinghaus sat down with*The Hollywood Reporter*at the Los Angeles auto show to discuss how he plans to improve the brand awareness of Cadillac. The brand has stopped sponsoring events like golf tournaments and has begun to advertise at Hollywood events,*fashion shows*and other more ritzy gatherings. Ellinghaus says he intends to continue this trend, with plans to host an event at the 2015 Oscar celebrations.“We will kick off our new brand point of view at the Oscar celebration,” Ellinghaus said. “We will have our own event but will also have in the Oscar show several blocks of media that we bought because we have one of the best audiences that we can have: people that are interested in Hollywood and everything that the lifestyle Hollywood stands for, and I think that’s a natural brand fit for us. So I’m not interested in Super Bowl, I’m far more interested in the Oscars.”

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