Chrysler names SapientNitro digital AOR

Chrysler has named SapientNitro its digital agency of record.

A Chrysler representative confirmed the relationship but declined further comment on the agency hire, which was first reported by Advertising Age.

“We feel auto has been stagnant in digital after owning the channel out of the gate with CRM, microsites, e-CRM and interactivity,” said Brad Simms, VP at SapientNitro and client lead on the Chrysler account. “We want to create something in the digital space unlike anything else out there.”

He added that the agency has 30 Detroit-based employees working on the account, supported by its Toronto, Boston and Miami offices.

The car manufacturer has been realigning its agency relationships since last year, when it named Meredith Integrated Marketing its AOR for CRM duties. Meredith subsidiary New Media Strategies manages Chrysler's social media efforts.

Chrysler filed for Chapter 11 bankruptcy protection last year.