Chrysler in $40m Multicultural Ad Review

02 April 2002

America’s diverse ethnic markets are to be addressed by DaimlerChrysler's Chrysler Group with a single urban-oriented advertising voice.

'Urban and unified' sums-up the rationale underlying the automaker’s review of its $40 million multicultural advertising assignments, until now split between two agencies within multicultural holding company GlobalHue, 49% owned by Interpublic. The duo are Southfield, Michigan-based Don Coleman Advertising responsible for African-American ads; while Hispanic marketing is handled by Montemayor y Asociados in San Antonio, Texas.

Both shops have been invited to participate in the review, as has another Interpublic sprig, Imada Wong, which handles Asian campaigns for Chrysler’s Liberty Jeep and Dodge Caravan. A number of other shops within the Interpublic, Publicis Groupe and Omnicom networks have also been asked to pitch.

Explains Chrysler Group marketing communications vp Jeff Bell: “We need to move away from solely dedicating our multicultural creative to Hispanic or African-American and move towards serving urban marketing in general. We are interested in popular culture, which is generated by the urban mind-set.” Bell also revealed the source of his inspiration: “Look at how Reebok is trying to go after Nike. They are trying to do it with an urban mind-set.”

The review also flags a change in Chrysler’s agency compensation method, from its present commission basis to fees plus incentives Conducted under the baton of New York consultant Richard E Robins, the outcome will be decided by June 1. Media buying remains with current incumbent, Omnicom’s PHD.

Data sourced from:; additional content by WARC staff