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Black Buying Power:
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GlobalHue named new general market and multicultural ad agency of record for Jeep

(January 6, 2009) GlobalHue -- the nation's largest African-American owned full-service marketing communications firm  -- is now the new general market and multicultural creative agency of record for the Jeep brand, as announced today by Chrysler LLC.

The assignment was part of a larger announcement made by Chrysler Group LLC. which named individual advertising agencies to manage the Chrysler, Dodge, Jeep and Ram Truck brands. The contract with BBDO Detroit, the company's current agency, ends this January.

"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 Olivier Francois, President and CEO, Chrysler Brand and Head of Marketing, Chrysler Group LLC. "This includes helping to further identify each of the brand's specific values and culture. Individual agencies also will enable us to deliver unique ideas and broaden our reach to existing and potential customers. We have completed a thorough search and have selected these specific agencies to communicate the true essence of our vehicle portfolio."

GlobalHue has created a new international Jeep brand campaign i live. i ride. i am. Jeep. The campaign was developed to redefine and deepen the meaning of the brands' core values of freedom and adventure, and to open the door for a broader base of consumers to engage with the brand. I live. i ride. i am. Jeep makes the connection that the Jeep brand vehicles offer ultimate freedom and enable any "life adventure".

Universal McCann was recently named the company's new agency of record for media planning and buying, as well as retail advertising trafficking for the Ram Truck, Dodge, Chrysler and Jeep brands in the U.S., Canada and Mexico and Meredith Integrated Marketing will manage CRM initiatives for both the U.S. and Canada.

The Jeep brand becomes the latest general market account win for the agency, next to Bermuda Department of Tourism and MGM Grand Detroit.

"GlobalHue is honored to be in a position to build upon one of the most recognizable brands in the world," said Allen Pugh, Vice Chairman of GlobalHue. "As the U.S. market becomes more diverse both ethnically and culturally, the agency is in a unique position to help clients such as Jeep redefine their brand's position and reach new audiences."

Since its inception, GlobalHue has strived to gain a deep and real understanding of America's cultural diversity. The agency's cultural-based expertise has helped GlobalHue emerge as a competitor in an arena occupied only by general market agencies while maintaining its leadership in the multicultural field. Just one week ago, GlobalHue was named Multicultural Advertising Agency of the Decade by Adweek.

Pugh states, "All of our campaigns for these brands were based on our view of America's demographic and cultural transformations, which recognizes how today's consumers respond to a culturally authentic approach to advertising."

Named "No. 1 African-American and No. 4 Hispanic Agency" by Advertising Age Magazine in its 65th Annual Agency Report, GlobalHue has four divisions that together provide clients with a flexible approach to marketing to ethnic-specific segments and the total market: GlobalHue Africanic; GlobalHue Latino; GlobalHue Asian; and GlobalHue Next. The agencies have offices in Detroit, New York and Los Angeles, as well as satellite offices in other key markets.

Together, the agencies have more than 350 employees who handle full-service marketing, advertising, media planning and buying, digital, events and promotions, and public relations for many clients. In 2008, GlobalHue's capitalized billings were $820 million.

GlobalHue boasts several other blue-chip clients, including Verizon, Walmart, Chrysler Group LLC, U.S. Navy, U.S. Census Bureau, FedEx and Subway.

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