Its relationship with BBDO drawing to a close, Chrysler has announced it will turn over its media buying contract to Universal McCann next month.
An across-the-board shake-up, which is leading BBDO to close its offices in Troy, has led Chrysler to split up its nine-figure advertising budget. McCann, a division of the ad giant Interpublic, is getting just a piece of Chrysler’s advertising and creative business.
Global Hue, an agency based in the Detroit suburb of Southfield, has picked up the business for the Jeep division – which just launched it’s “I Am Jeep” campaign. Dodge Truck, now known as Ram, has gone to Dallas-based Richards Group. And Chrysler has even sent some business abroad – borrowing and repackaging an Italian-made spot originally developed for Lancia, a division of Fiat’s new parent, Fiat.
“As a new company with a brand-driven focus, we are looking for agencies that can deliver unique ideas and solutions to help us better communicate with consumers,” Olivier Francois, Chrysler’s new, Fiat-appointed ad chief, said in a statement. “These changes will allow Chrysler greater efficiencies and flexibility in the use of its media across all four brands and at the retail level.”