Cadillac

MRM Detroit *Lead Agency

Michael Jobst, EVP, Business Leadership
Jeff Cruz, EVP, Chief Creative Officer
Renee Triemstra, SVP, Strategy Director
Cathy Humenik, SVP, Group Account Director
Tiffany Moy-Miller, SVP, Group Creative Director
Laura Quinn, VP, Account Director
Chris Moritz, VP, Strategy Director
Caitlin Pasqualone, Creative Director
Andrea Shaw, Senior Art Director
Thomas Clark, Director, Performance & Analytics
Paulette Adams, EVP, Business Leadership
Teresa Nord, EVP, Strategy Director
Helen Kawka, VP, Account Director
Adrienne Coletti, Account Director
Nikki DuJardin, Associate Creative Director
Tia Perry, Associate Creative Director
Jana Klaus, Account Supervisor
Jackie Robertson, Senior Account Executive
Sebastiana Gullo, Account Executive
Joseph Lyons, Senior Content Manager
Laura Fuson, User Experience Architect
Brendan Desmat, Project Manager
Ally Young, Analyst, Performance & Analytics
Ryan Mazzola, Analyst, Performance & Analytics
Joey Lamberti, Copywriter
Tom Donati, Copy Edit
Sakura Keast, Copy Edit
Kim Connell, Copy Edit
Brian Andrus, Coordinator
Jim Sywak, Product Information
Kaitlan Landry, Product Information
Jennifer Michalek, Product Information
Sheryl Marlatt, Legal
Emily Juszkowski, Management Supervisor
Darren Cutlip, Associate Creative Director
Rhiannon Decker, Associate Creative Director
Doug Everhart, Associate Creative Director
Nathanial Edmiston, Senior Art Director
Cecilia Jackson, Broadcast Producer
Anita Salomon, Senior Copywriter

Made By Limbo, respectively M SSNG P ECES

Cabin Editing Company

Rare Medium

Ethos VFX

You can’t change behavior without changing minds. But when it comes to changing luxury customers’ minds about electric vehicles, immersion was the key to conversion. Our audience wanted to be entranced, not just educated. So we led with the Cadillac brand ethos, not EV barriers, and flipped the script from anxiety to aspiration, increasing sales lead conversion rate 3.5x, vehicle reservation rate 8x, and ensuring 93% were considering Cadillac as their next purchase. Suddenly, change wasn’t so scary. In a Cadillac EV, it was iconic, and it was irresistible.