• Adweek, Wednesday, February 14, 2007 10 AM

Chrysler's Jeep unit is looking for ideas from Omnicom Group agencies beyond lead shop BBDO in Detroit. "We want to keep this brand as cherished as it is," says Jason Vines, vice president of communications at Chrysler Group. "It is probably one of, if not the best brand, in the business, and we don't want to become complacent."

He adds the company is looking for ways to better reach an "expanding customer base" of younger buyers. Omnicom ad agencies that could be in line for a taste include Energy BBDO in Chicago, Goodby, Silverstein & Partners in San Francisco and Element 79 in Chicago, but Vines declines to identify the ones contacted.

Jeep expects to meet with the agencies to review storyboards in the next few weeks. Some concepts will be tested before a decision is out in two months. It is not the first time Chrysler has looked outside BBDO for ideas; it tapped independent GlobalHue in Southfield, Mich., last year for the launch campaign of the Jeep Compass.

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