The US arm of DaimlerChrysler surprised the ad world last night by calling a review on its national and regional dealer creative ad accounts, respectively handled by BBDO Detroit and FCB Worldwide – both of Southfield, Michigan. The automaker’s worldwide Chrysler and Jeep marques, plus its worldwide corporate brand account, also go up for grabs.

But, insists senior vice president for Chrysler Group Marketing Arthur C. Liebler: “This is all about efficiencies, not about creative product or capability. We are in ongoing discussions with our major agency partners to determine additional ways to drive costs out of our system."

"We are undecided at this early stage what that final structure will be," added Leibler, "but it could ultimately lead to one primary agency for all Dodge, Chrysler and Jeep brand and corporate advertising."

A decision is expected during this year’s fourth quarter.

News source: New York Times