Omnicom-owned Pentamark Worldwide, the creative and media unit formed to service the global Chrysler Group account after Omnicom gained the business in fall 2000, will later this month rebrand in the US to BBDO Detroit.

Insiders say the rechristening is to capitalise on BBDO’s brand identity, preferable they believe, to Penta-who?

Elsewhere on the planet, Pentamark (named after Chrysler’s five-star logo) will retain its name so as to spare other BBDO offices possible conflict issues.

Data sourced from:; additional content by WARC staff