Is Minneapolis becoming synonymous with Detroit and the auto industry? Recent events suggest that might be the case.
The Minneapolis ad agency Fallon Worldwide is adding the Cadillac brand to its client list, according to an industry trade publication, but dropping automotive competitor Chrysler, a client for less than a year.
Fallon was mum on the AdWeek report Thursday.
Cadillac, General Motors' luxury brand, would be one of several major automakers to choose a Minneapolis agency, almost always a mark of distinction for an ad shop.
Carmichael Lynch Spong has been doing work for Subaru for several years. And Fallon is no stranger to the car advertising business. A 10-year award-winning run with German automaker BMW lasted until 2005.
Public relations firm Haberman & Associates does branding work for Volvo Cars of North America.
Quoting anonymous sources, AdWeek said Cadillac had selected Fallon as its new agency of record while Fallon was severing ties with Chrysler.
Judging by billings, Cadillac could be an upgrade for Fallon. Cadillac's media spending last year was $250 million, AdWeek said, compared to $150 million for Chrysler. Both automakers spent about $75 million in the first four months of the year, the publication said.
Landing the Chrysler account was viewed as a comeback opportunity for the highly regarded agency, which had weathered some tough times between 2004 and 2008, when it lost some high-profile clients and revenue dropped significantly.
But the addition of Chrysler as a client seemed to indicate good things were ahead for the 29-year-old agency. It added other notable clients as well, including Boston Market and Charter Communications.
Fallon's Chrysler work included a television spot called "Coming home" that traced Chrysler products during the years, including Jeeps used in World War II. The piece, which was broadcast during the Super Bowl, was designed to build Chrysler's brand and reinforce the notion that Chrysler automobiles, which includes Dodge, had been bringing people home for decades.
According to Adweek, Cadillac picked Fallon to replace Bartle Bogle Hegarty, which had gained the account in January. Both agencies are owned by Publicis Groupe.
David Phelps • 612-673-7269
