Cadillac moves account to Bates after 4-way pitch

Bates has been given full through-the-line responsibilities to recharge the Cadillac marque in Taiwan, where the brand is seen as remote by potential buyers and is tarnished by general perceptions that US cars are less economic and not as comfortable as cars from Japan. Taiwan's affluent car buyers tend to favour BMW, Mercedes or Lexus. Last year sales and distribution for Cadillac fell under the remit of a new JV Yulon GM, set up to initially oversee three makes, Cadillac, Opel and Buick. Bates has also secured above-the-line duties for Opel but Buick remains with local firm Ideology, which won the brand in a pitch last year. Following its victory, Bates has assigned account director Ellen Chou and creative director Harley Wen to handle the business.