Cadillac to drive Australian growth with new creative partner
American luxury car manufacturer Cadillac has appointed 72andSunny as its creative partner to drive growth in the Australian market, Mumbrella can reveal.
The General Motors-owned brand launched down under last year, and in April, hired a local marketing director, Heath Walker, to lead the charge.
In a move to boost the efforts of the past year, Walker has chosen 72andSunny to lead the local brand positioning, where the agency will interpret the US strategy and make it relevant to the Australian audience, to build brand awareness.
He told Mumbrella the agency was quick to “get to the heart” of what has made Cadillac successful overseas, as well as its understanding of modern Australian audiences, and the “significant shifts that we’re seeing in luxury”.
“Their belief in being bold, sophisticated and optimistic also resonated with our team’s ambitions,” he added.
Ross Berthinussen, ANZ president at 72andSunny, said Cadillac is “such an iconic brand” that is engrained in American culture, and he’s excited to build the brand locally.
“We are thrilled to collaborate with this ambitious team and by the possibilities we can unlock together,” he said.
General Motors’ other brands include Isuzu, Chevrolet, and Corvette, as well as Holden, which was abandoned in 2019.
It is the latest win for 72andSunny, with recent client announcements also including Australian-founded, global workplace management tech platform, Deputy, for which the agency will develop its first local above-the-line campaign, and the AFL, with the agency’s tasks including growing the game’s audience and introducing more culturally and linguistically diverse (CALD) individuals and younger people to the sport.
The win comes as newly-appointed chief creative officer Wesley Hawes gets settled in, after joining the agency at the start of the year. Hawes leads the agency alongside Berthinussen and head of brand Laura Popa.
He joined after ANZ creative leads, Genevieve Hoey, and Andy Flemming, and ECD, Scott McClelland, departed last year.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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