US: Chrysler changes media buying agency
Author: just-auto.com editorial team | 9 December 2009
Chrysler Group on Wednesday announced a change of media planning and buying agency.
It said UM would be the company's new agency for the Chrysler, Jeep, Dodge and Ram brands in the US, Canada and Mexico after the contract with the current agency, PHD, ends in January 2010. The appointment is effective immediately and the two agencies will work over the next two months to ensure a smooth transition.
With the new agency, media buying and planning will be primarily run out of Detroit with the support of offices in New York and San Francisco. The scope of work covers traditional and digital media. In addition to media buying and planning, UM will also be tasked with supporting Chrysler's retail marketing initiatives.
"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," said Olivier Francois, president and CEO, Chrysler brand and Chrysler group head of marketing.
"These changes will allow greater efficiencies and flexibility in the use of media across all four brands and at the retail level."
In addition, Chrysler also announced that Meredith Integrated Marketing will manage CRM initiatives for both the US and Canada. This announcement builds on an already existing relationship Chrysler has with Meredith as a custom publisher. The team supporting Chrysler will be primarily based in Detroit.
Sectors: Retailing, marketing & distribution, Vehicle manufacturers
Companies: Chrysler, Jeep, Dodge
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