Dear 001,
I work for GM but would like to remain anonymous...
I can clear this one up for you. This is not a case of "sour grapes." Nor is it at all related to our shifts in advertising agencies or any other exciting corporate intrigue. Annually, for the past few years at least, Cadillac has done a little marketing/educational project in which we enlist the work of university students. It's a case study analysis of Cadillac... a fancy "class project" if you will. The case study projects a certain situation regarding Cadillac (that what the 25-pg. document you received is) and asks the students to study and make recommendations. It serves as an interesting real-life business case for the students, and we also get some fairly valuable insights in return.
Given that this particular case regarded some marketing research, it's no surprise that Leo Burnett was involved. But the document you received has no direct relevance to any of the firms involved in our advertising (past or future). This report, naturally, was only intended for that student project. . . so it should not have been shared publicly by the person who sent it to you. But we can't really control that.
Anyhow, I would appreciate it if your introduction to this could be revised to reflect what you now know to be true -- this is a document from a student project and university research. I really don't want there to be any confusion that this is some kind of corporate intrigue . ..there really should not be any inference that Leo Burnett "leaked" anything or that someone is acting out in defiance or subtrefuge . . that's not the case, we'd feel bad if that inference is made.
Love the website by the way....
Mr. Pink
Cadillac report here