Jay G. Spenchian has another job to do. As part of an executive team, Spenchian helped re-engineer Cadillac in the late-1990s. Key to its comeback was an innovative advertising campaign that used classic Rock ’n Roll music by Led Zeppelin to energize the brand and make consumers forget about tailfins and velour and begin to associate Cadillac with driver-oriented machines. Named Saab’s U.S. general manager in April, marketing guru Spenchian now is charged with reinvigorating a brand ...

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