DaimlerChrysler has retained advertising agency GlobalHue to handle its multicultural marketing account.

GlobalHue will handle Chrysler, Jeep and Dodge advertising and customer relationship marketing events targeted at the African-American, Hispanic-American, Asian-American and gay, lesbian, bisexual and transsexual markets.

After putting its multicultural business up for review four months ago, DC reviewed 13 bids from 24 agencies invited to compete for the business and, in early May, invited five semifinalists to present proposals for the account; three moved on to the final competition with GlobalHue finally emerging as the winner of the lengthy ‘pitch’ process.

“We were very impressed with the work of all five agency alliances that reached the semifinals,” said DC’s global brand marketing VP George Murphy.

“They all understood the need to attract a multicultural customer base with campaigns that connect with all cultural groups.”

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“Our objective during this process was to find an agency to develop national advertising campaigns to connect with the multicultural community and local marketing efforts that our dealers nationwide can use in their hometowns to attract specific cultural groups” Murphy added.

“We began working with Chrysler Corporation in 1994 with a focus on the importance of diversity marketing,” said GlobalHue chairman Don Coleman.

“With this review, the Chrysler Group challenged us to step up and expand our focus and address the new opportunities of multicultural and urban marketing.”