SHANGHAI – McCann Erickson will launch its Luxury Box unit in China to handle its new Cadillac China creative business, in a move that sees incumbent agency Leo Burnett displaced without a pitch.

The launch sees Shanghai become the fifth city to house Luxury Box, after London, Milan, Paris and New York. In addition to Cadillac, the unit will also service the agency’s global Tiffany & Co business.

According to McCann Worldgroup Greater China CEO TH Peng, the agency persuaded the client to shift the Cadillac business by basing its proposition around the idea that the marque should be treated as a luxury brand in China. “Cadillac needs and deserves luxury brand treatment and strategic input into how it can evolve,” said Peng.

McCann already counts a strong partnership with Cadillac parent Shanghai General Motors through its Chevrolet business.

Leo Burnett China CEO Michael Wood said that the business had accounted for less than 10 per cent of Leo Burnett’s Shanghai office.

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