Yesterday, we learned that GM CEO Fritz Henderson was surprised by Marketing Maven Mark LaNeve’s departure. If true, it’s a revelation that puts paid to the theory that GM has finally learned how to fire someone for something. Make that anything. Today, we learn that Monster Mark LaNeve’s favorite ad agency, Modernista, “has elected not to participate [in Cadillac's ongoing renaissance].” This from Automotive News [sub], quoting recently elevated Cadillac GM Bryan Nesbitt. Huh. So Modernista dumped Cadillac? AN’s spies say the ad agency didn’t fall on its sword; it was pushed.“The move is financially related — GM wants to cut fees, said a former GM exec, as Modernista had higher fees than other, longer-term agencies to the marketer. Other pundits said GM needed to move at least one of its remaining four core vehicle-brand accounts to show that it was indeed a ‘new’ GM.” By favoring the old ad agencies Publicis Groupe and/or Interpublic Group of Cos. Gotcha.
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