Weren"t able to attend the 2009 Marketing to African-Americans with
Excellence (MAAX) Summit? Order the workbook which contains hard
copies of the presentations made by some of the nation"s top experts on
Black consumer marketing, including:
Carol H. Williams Agency
Media Economics Group
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
2010 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
GlobalHue named new
general market and multicultural ad agency of record for Jeep
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