Chrysler choses Richards Group for Dodge Ram ads

Article by Christian Andrei, on August 26, 2010

Now that we're entering the fourth quarter, Chrysler Group has begun to hand out assignments for its ad work now in review. For its Dodge Ram brand, it has chosen independent Richards Group from Dallas.

Chrysler has yet to choose which ad firms it will hire for its Chrysler 300 sedan and Chrysler Town & Countryminivan, and Dodge brand's Journey and Charger.

The promotion for Jeep was decided weeks ahead of the presentations. It will be handled by Chrysler's longtime multicultural agency, GlobalHue of suburban Detroit.

Omnicom Group's BBDO Detroit is the incumbent on Chrysler and has created a TV spot for the Chrysler 300sedan that was shown over the weekend in select markets. A new theme, "Connect," was introduced.

The assignment was given to BBDO before the review and the spot was run partly to use airtime that was already purchased, says Autonews.

Competing for the fourth-quarter assignments that were presented last week include Publicis Groupe's Publicis & Hal Riney, San Francisco; sibling Fallon, Minneapolis; Omnicom's Cutwater, San Francisco; and MDC Partners' Crispin Porter & Bogusky, Miami. WPP's Grey, New York, was compelled to withdraw from the pitch before the presentations by Ford Motor Co., a major global client of WPP. Chrysler and the agencies declined to comment.

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