Chrysler has reached out to several ad agencies for input on its three brands: Dodge, Jeep and Chrysler. The news, first reported in Advertising Age, comes at a crucial time for the company. It emerged from bankruptcy earlier this year, becoming part of Fiat.
“We wanted to look at fresh ways to look at Chrysler,” said Jodi Tinson, a spokesperson for the company. “The new management is now a brand-focused organization, and as a new company, we’re looking at new ways to communicate our message to consumers.”
Tinson confirmed that the company is “soliciting creative input from a select group of agencies on a specified number of projects.” She said BBDO Worldwide, its AOR, is “part of this process.”
She characterized the move as “a creative review on a limited number of projects across our three brands: Dodge, Jeep and Chrysler.”
Direct marketing is likely part of that process, but Tinson would not confirm that specifically, saying the review “will include any way we would be able to reach consumers.”
Advertising Age, which reported the news on Thursday, said the car company is reaching out to as many as 10 agencies, including Crispin Porter & Bogusky, WPP’s Grey and Hal Riney, part of Publicis Groupe. Tinson would not confirm the number of agencies or their identities and would not discuss a review timeline.