“Single source” marketing planned for Pontiac and Cadillac

A joint venture to serve Pontiac and Cadillac local marketing groups nationwide has been created by D'Arcy Advertising and Martin Advertising.

The combination is intended to give Pontiac and Cadillac a vertically integrated communications organization with a single source for national brand advertising, regional brand selling and dealer brand retailing.

The D'Arcy/Martin joint venture mirrors the shift in General Motors' approach to retail marketing, creating local advertising groups to provide a stronger local presence in key markets. The D'Arcy Martin Group has in-house creative, production and mailing capabilities designed to serve these local needs.

The new unit is structured to provide a strategic and creative resource with the quick retail response that dealers need.

D'Arcy has been Pontiac and Cadillac's national and regional advertising agency for nearly 70 years. Martin is a retail automotive marketing agency that’s been a part of GM regional marketing for more than two decades.

The D'Arcy Martin Group launches with two full service offices in Detroit and Birmingham, AL and five account service offices in each of the GM regional cities: Atlanta, Chicago, Dallas, Los Angeles and New York. The group will focus on dealer enrollment in the top 50 markets for Pontiac and Cadillac.