Chrysler Group has announced a raft of new advertising agencies for several key brands as it seeks to stem dismal 2009 sales. The announcement came as the contract with BBDO Detroit, the company’s current agency, ends this month.
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New agencies for the Chrysler, Dodge, Jeep and Ram Truck brands is a bid to “re-establish identity and enhance reputation”, Chrysler said, and came after a year in which the company posted its worst annual sales results since 1962 – down 36% to 927,200 units.
Chrysler will be represented by Publicis Groupe agency Fallon, Dodge by Wieden + Kennedy, Jeep by GlobalHue and Ram Truck by The Richards Group.
“To establish a distinct identity and build upon the current brand equity, it is important that the Chrysler, Dodge, Jeep and Ram Truck brands retain individual agencies that fit with the brand direction,” said Chrysler brand and marketing head Olivier Francois.
The new firms complement the appointment of UM last month as Chrysler’s media buying and planning agency.
