ICLP wins job to drive loyalty for Cadillac's China foray

The loyalty marketing agency won the business following a three-way pitch that reportedly included 141 and ChinaLoop, and has been tasked with creating an integrated CRM programme to support the launch of the CTS luxury sedan in the mainland. "Cadillac is taking a very bold and pioneering new look, which is really creating a significant impact, so the CRM is really important," said ICLP Greater China managing director Paul Smitton. The new dealer database will identify 'high-value' prospects and will be accompanied by an ICLP-led training programme that aims to educate dealers of the importance of customer relationship management. "We're trying to take the CRM in China to a whole new level by recognising that there are high-value prospects," explained Smitton. "It's very hard to find names of high-value prospects, so helping to score and determine who is a high-value prospect is crucial." ICLP is also creating an owner's programme -- the 'Cadillac Experience' -- to effectively connect with Cadillac owners through a range of communications and events, including a Cadillac owners' magazine, eDMs and partnerships with luxury brands in China. "Our view is that the best way to market to high value prospects is by partnering with like-minded companies," said Smitton, who added that negotiations with partner brands were currently ongoing. One recent example of this approach, however, comes from the launch of the movie 2046, with CTS sharing the red carpet with movie stars. ICLP has integrated the owners programme with after-sales servicing and roadside assistance through reminder communications and hotlines. In addition to ICLP, Cadillac has teamed with Leo Burnett and Zenithmedia for the rollout to showcase the brand's design and technology edge over BMW and Mercedes.