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Another Big Auto Ad Shake-up As Doner Gets Chrysler

Estimated at $500 mil, deal offsets agencies earlier loss of Mazda.

by on Nov.16, 2010

Doner wins the year-end ad business at Chrysler and could be in for an even bigger plum.

After suffering the potentially devastating loss of its Mazda account, earlier this year, independent Detroit ad agency Doner has landed on its feet, capturing the dealer and retail advertising business from Chrysler LLC, an account worth an estimated $500 million.

The move comes as the latest in a series of shake-ups in the automotive advertising business over the last year that have seen even some of the strongest and longest-lasting account teams broken up, notably including a shift by Chevrolet away from its partner of nearly a century, suburban Detroit’s Campbell-Ewald.

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The Doner deal with Chrysler will see the Southfield, Michigan bounce box from the blow of losing the $150 million Mazda business,one of its most high-profile accounts.

Officially, the deal the agency landed with Chrysler is just a temporary assignment, with Doner putting together the retail and dealer advertising needed to clear out the unsold inventory of the Chrysler, Dodge and Jeep brands.  But it is likely, according to inside sources, that Doner will not only keep the account, moving forward, but potentially also get the big Chrysler brand account, as well.