Chrysler Appoints New Media Agency

American carmaker Chrysler announced today the appointment of a new agency of record for media planning and buying for the Chrysler, Jeep, Dodge and Ram brands in the US, Canada and Mexico. The UM agency will therefore replace the company's current media buying agency, PHD.

Chrysler’s contract with PHD ends in January 2010, so the two agencies will have to work together over the next two months for a smooth transition.

"As a new company with a brand-driven focus, we are looking for agencies that can deliver unique ideas and solutions to help us better communicate with consumers," said Olivier Francois, President and CEO, Chrysler Brand and Head of Marketing at Chrysler Group. "These changes will allow Chrysler greater efficiencies and flexibility in the use of its media across all four brands and at the retail level."

The new agency will cover traditional and digital media. In addition to media buying and planning, UM will also be tasked with supporting Chrysler's retail marketing initiatives.

Furthermore, Chrysler also announced that Meredith Integrated Marketing will manage CRM initiatives for both the US and Canada. This announcement builds on an already existing relationship Chrysler has with Meredith as a custom publisher. The team supporting Chrysler will be primarily based in Detroit.

Last month, Chrysler and BBDO, the advertising agency it has worked with in the last decade have separated, right after Chrysler announced its new five-year business plan. BBDO was responsible for the advertising campaign of the new Chrysler.

So far, Publicis & Hal Riney received a Chrysler contract, while Richards Group got control of the Dodge Ram truck strategy. Still, Chrysler is yet to appoint an agency that will take care of the group’s overall strategy.