Thursday, September 3, 2009

Chrysler Seeks Fresh Ideas for Advertising

Large companies usually award huge contracts to big advertising agencies to manage their advertising for a year or more. Advertising agencies, in turn, work hard to win such an account. The automaker Chrysler, just coming out of a federal bailout and worried about its survival, is throwing the field wide open and asking several agencies to bring them fresh and creative ideas for what is referred to as fourth quarter marketing (end of the year).

Chrysler is reaching out to as many as 10 agencies ranging from Crispin Porter & Bogusky, WPP's Grey and Publicis Groupe's Hal Riney as part of its last moment search for new fourth-quarter creative ideas. This unusual step is sometimes called a "jump ball" that pits a range of agencies against one another for marketing assignments.

As first reported by the venerable magazine Ad Age, embattled Chrysler, in the wake of its alignment with Fiat, the Italian auto maker, is searching for "fresh and creative ways" to approach its marketing, which prompted the company to reach beyond longtime shop BBDO Worldwide for the first time in years. BBDO won national and regional creative duties for the Dodge, Jeep and Chrysler brands in a consolidation move back in 2000.

Imagine the creative juices flowing in advertising agencies around the world to be the one to come up with the best solution. It will be fun and instructive to see what they come up with and whether it helps the beleaguered auto company. Click on the heading above to follow the story on Ad Age's website.

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