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Chrysler Prepping New TV Campaign to Help Brand Image

Ad Age, Wednesday, May 12, 2010 11:56 PM

Chrysler is prepping the launch of a corporate branding TV campaign it hopes will help repair its image in the minds of consumers -- and it's hired a new agency, Interpublic Group of Cos.' Gotham, for the project. Chrysler has made many changes to its marketing relationships. Its entire ad account was handled by Omnicom Group agencies a year ago, but since the company's come under the control of Italy's Fiat, assignments are now handled by shops throughout the industry.

The hire of Gotham for a new TV campaign is a sign that Chrysler isn't married to its current agency roster and is open to keep shops on their toes with "jump ball" assignments, handing work to whichever agencies it sees fit. Chrysler's marketing budget has shrunk dramatically, but it's still more than half a billion in domestic measured media. In 2009, it spent $577 million, according to Kantar Media.

Read the whole story at Ad Age »

ad campaign, automotive

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