Chrysler is in no rush to find a new ad agency

Article by Christian Andrei, on August 29, 2010

The report about the split of Chrysler and Publicis Groupe's Fallon came out last week but according to industry experts, Chrysler is not rushing to find a firm that would handle Chrysler brand advertising. One reason is that Fallon has accomplished some work that continues to run in both local and national markets.

A Chrysler spokeswoman said that for now, the creative work for Chrysler brand product is current and up to date. Another reason cited for Chrysler being slow in searching for another marketing firm is that there are no imminent Chrysler brand launches.

The new Town & Country van won't debut until later this year. And the next iteration of the Chrysler 300 won't take its bow until the first quarter of 2011.

This would then be the time that Chrysler will be forced to choose which agency it will give the task of handling the reintroduction of the Fiat brand in the US after over 25 years.

Last Monday, Chrysler revealed that it has started a selection process to establish dealerships in 41 states that would start selling the Fiat 500 in the second half of 2010, and the Fiat 500 Cabrio in 2011.

Still, Chrysler is concerned about the hole in its agency roster for the Chrysler brand. According to executives who have knowledge about the matter, Chrysler has started reaching out to roster shops and some non-roster agencies to be involved in the brand.

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