AWARDS
28 MARCH 16, 2020 |^ ADWEEK®
COURTESYOF^ CADIL
LACDeborah Wahl
global CMO | General Motors
After two years as Cadillac’s CMO, Wahl now oversees GM’s
entire global marketing strategy. She’s responsible for telling
audiences about the brand’s electric ambitions, as GM seeks
to make cars with “zero emissions” by the end of the decade.
Enlisting LeBron James for its Super Bowl commercial
this year, GM reintroduced the Hummer, once seen as an
elephantine excuse for male masculinity, as an entirely electric and effortlessly silent vehicle.
Wahl also partnered GM’s Buick brand with Amazon, integrating Alexa into the driving experience. For
example, drivers have the ability to have an Amazon package shipped directly to their parked Buick. “If
you’re going to develop even better experiences ... Alexa is the key player there,” says Wahl. “That kind of
technology is moving up pretty significantly in terms of purchasing decisions.” —R.B.