Media was instrumental in bringing this programme to fruition. Recognizing that BellGlobemedia, a major media conglomerate in Canada, offered Cadillac the appropriate channels to effectively reach young affluents, media approached BGM to discuss a plan that would bring Cadillac's message to market in an unexpected, innovative way.Media briefed BellGlobemedia on Cadillac's demographic target and communication objectives to develop the programme and then worked with print, web and television producers to develop target-specific content that would run in association with Cadillac brand creative and align the content with Cadillac's three pillars of innovation - technology, design and business.