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New Chrysler Ad Contract to Universal McCann

Still more shake-ups in once staid Detroit ad world likely.

by on Dec.09, 2009

Chrysler is shaking up its ad agency accounts, hoping to do better than the disastrous Day One campaign that followed its sale from Daimler to Cerberus, several years ago.

Chrysler is changing agency accounts, hoping to do better than the failed Day One campaign following its Daimler sale to Cerberus years ago.

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.

Ad Insider!

Ad Insider!

“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.”

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