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GlobalHue gets general market creative assignment on Jeep from Chrysler By Noreen O'Leary
Adweek.com (September 11, 2009) Chrysler has reached beyond lead shop BBDO in
Detroit and awarded a fourth-quarter Jeep creative assignment to
independent GlobalHue, the Southfield Hills, Mich., multicultural agency
behind the launch of the Jeep Compass, sources said.
A Chrysler rep declined to comment, as did a BBDO rep.
Omnicom Group shop BBDO will continue to provide account service on
Jeep, while media support and digital efforts for the brand remain at
the holding company's PHD and Organic units, respectively.
Jeep spent $173 million in domestic measured media last year and $35
million through the first half of 2009, per Nielsen. All told, Chrysler
spent $840 million on ads last year and $230 million through the first
six months of '09.
This assignment going to GlobalHue is not the Q4 creative work the brand
put into play in August, per sources.
Last month, when it emerged that the automaker had contacted outside
agencies, along with BBDO, to pitch Q4 creative ideas, the company said
BBDO remained Chrysler's lead agency. BBDO is under contract to Chrysler
until the end of January.
In addition to GlobalHue, which produced the 2007 "bobble-head" spots
for the Compass, Chrysler had recently used Omnicom's Cutwater in San
Francisco for national creative duties on Jeep. In January, the auto
marketer moved national duties back to BBDO after a two-year absence.
Italian automaker Fiat, which owns 20 percent of the Detroit auto
company, is known to use multiple agencies. Fiat CEO Sergio Marchionne
now runs Chrysler as part of its emergence from bankruptcy in June.
