Cadillac had a loyal core base, but needed to attract new prospects to grow. Opinions and perceptions are difficult to shift – and, because they’re built over time, it takes a while to change them. Luxury car buyers are incredibly savvy and their expectations have changed drastically. We needed to educate our target audience about all the benefits, features, technologies and innovations that they would not have expected to find in a Cadillac. This required securing a media presence in newspaper that was ownable and consistent, and that allowed us to communicate in a tone and manner befitting Cadillac.
| Gold: Palmer Jarvis DDB | Silver: Taxi Advertising and Design | Bronze: MacLaren McCann |
| Honourable Mention: BBDO Canada |
| Finalists: Ammirati Puris Bensimon•Byrne D'Arcy Gee, Jeffery & Partners Advertising Holmes & Lee Ogilvy & Mather |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year |