Annual Edition 'Buying Power of Black America' report
breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more
of their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News.
The report analyzes spending for black households in 2008 and finds that
Story continued... _________________
2010 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
Chrysler shifts Jeep launch ad assignment from GlobalHue to Wieden +
By Target Market News staff
(May 17, 2010) Chrysler Group LLC has announced that it has shifted the
advertising assignment for Jeep's biggest launch, the 2011 Jeep Grand
Cherokee from GlobalHue to general market agency Wieden + Kennedy, which
handles Dodge. The vehicle launches in June and advertising is expected
to break in June or July.
At the same time, the carmaker revealed it has given its African
American, Hispanic and Asian advertising assignments for Dodge, Ram and
Chrysler brands to Global Hue, which continues to handle national and
multicultural advertising for Jeep.
At the time of the re-assignment, Chrysler issued the following
"In order to continue to effectively communicate the direction of the
Chrysler, Dodge, Jeep and Ram Truck brands, the company has repositioned
some agency responsibilities. These changes enable each of the agencies
to be more responsive to the individual brand needs and allow Chrysler
Group to continue its renewed focus.
"As multicultural segments become more important for Chrysler Group's
success in the U.S. market, GlobalHue will lead all multicultural
strategies for Chrysler, specifically for Dodge, Ram Truck and Jeep
brands. Due to this increased responsibility for GlobalHue,
Wieden+Kennedy will develop the creative for the marketing and
advertising for the launch of the all-new 2011 Jeep Grand Cherokee.
GlobalHue will remain the Lead Agency for the Jeep Brand.
"Each of our four agencies will continue to work as the lead agency for
each of their respective brands."
Chrysler Group spokeswoman Dianna Gutierrez told Target Market News that
multicultural advertising will play a bigger role in Chrysler's
marketing plans, however she declined to say whether or not Chrysler
would increase its spending to market to minority consumers.
The move could ultimately be a gain for GlobalHue. After Chrysler's
bankruptcy, the automaker hired separate agencies to provide general
market and multicultural advertising for each of its brands including
Fallon for Chrysler brand, Richards Group for Ram, Wieden + Kennedy for
Dodge and Global Hue for Jeep. GlobalHue handled multi cultural strategy
for all the brands and worked with units within those general market
firms on African American, Hispanic and Asian advertising.
Gutierrez added that reassignment of the 2011 Grand Cherokee work is not
a signal that Global Hue is losing its grasp on the Jeep general market
account. In the past, automakers such as Cadillac and Chevrolet have
given advertising assignments to other agencies before taking the whole
account away from their original shop.