DETROIT -- When Susan Docherty was marketing manager for the Escalade SUV in the late 1990s, Cadillac was shifting its brand positioning to what it called "art and science."
It worked pretty well, too. And now Docherty (pictured), who is in charge of marketing for General Motors Co., wants to return to that concept with a new ad campaign set to launch in the U.S. in three weeks.
The brand campaign "will highlight what we talked about over a decade ago with the Cadillac renaissance and really push the envelope of art and science," Docherty said in an interview.
In the early 2000s, Cadillac advertising focused on technology and the brand's sharp-edged design. Docherty said a return to those themes would enable the brand to target intenders of Tier 1 luxury brands such as Mercedes-Benz and BMW.
She asked Kim Brink (formerly Kosak), former Chevrolet general advertising director, to return to Cadillac this month as executive director of advertising and sales promotion. Brink teamed with Docherty at Cadillac in the late 1990s.
Docherty said she will work with Brink and Don Butler, Cadillac general marketing director, to craft the new brand image.
The campaign will be the first work from Cadillac's new national advertising agency, Bartle Bogle Hegarty. The New York agency was hired in January to replace Modernista, of Boston.
Docherty said Cadillac already has dropped the "Life. Liberty. And the Pursuit" tag line created by Modernista but will not resurrect "The Power of &," a tag line from a decade ago.
The ads created by Bartle Bogle Hegarty will feature all-new photography for print, digital and TV spots. Docherty said Cadillac will take "a fresh look" at its brand Web site, cadillac.com.
In GM's latest reorganization, announced this month, Docherty lost the sales and service responsibilities that she had held along with her marketing duties. She said that was a "smart move" on the part of GM North American boss Mark Reuss because it would allow her to focus on GM's brands.
The new sales and marketing team "has a lot to do," she said. "We're all impatient" for results "and we should be."