Hasta La Creative!

Uwe Ellinghaus, the German-born CMO of Global Cadillac, isn’t to be confused with one of those Europeans parodied in the controversial “Poolside” commercial that divided the political left and right.

At first blush, the gangly 45-year-old doesn’t cut an imposing figure. Tall and skinny, he resembles a large bird as he hunches over a table. And he’s refreshingly self-deprecating. His first name is pronounced “Ooo-vuh” — but he doesn’t bother to correct Americans who pronounce it “Ooo-vey.” When he pops into Starbucks he tells baristas to call him “Greg” or “Steve.”

But he’s unapologetic about pushing four-wheeled symbols of affluence. And the former BMW marketing executive is about to deliver a wake-up call to American sports executives by undertaking a line-by-line assessment of every nickel Cadillac spends on sports marketing.

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