REPORT: Chrysler backs away from BBDO, to hold casting call for Q4 advertising agencies
Now that the Cash-for-Clunkers bonanza is over, Chrysler will likely struggle to hold on to their market share, and in the company's post-bankruptcy landscape, the Pentastar is looking at every angle possible to improve their sales figures. New Chrysler ad chief Michael Accavitti and staff are said to be looking for more creativity in their fourth quarter marketing push, and its chief advertising agency could be left twisting in the wind. Automotive News is reporting that Chrysler is opening up competition for its Q4 ad push, with several agencies being offered the opportunity to pitch a new campaign. The move could be coming in part because of feedback from global partner Fiat, which is banking on a turnaround of its five star pet project.
BBDO has been Chrysler's main ad company since 2000, when the contract was valued at $2.4 billion. BBDO had a staff of 2,000 back then, compared with the 500 workers it has now. Chrysler's longtime ad agency, whose contract with the Pentastar ends in January, will reportedly still get a chance to pitch a campaign idea.
[Source: Automotive News –subs req'd | Image: Sean Gallup/Getty]
Reader Comments (Page 1 of 1)
Steve Lopez 8:24AM (9/04/2009)
I think Chrysler ads stink.
The Cadillac CTS ads are GREAT!
Chrysler should look for the ad agency does the NYC ads for Public Television or the agency that does the Haagen Daaz ads. They do great work.
They need an ad agency that can sell their new lineup of vehicles that are improving in quality, interior design, etc. They really need to get high marks with JD Powers. Consumer Reports and the Insurance Institute crash tests.
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Farmboy 8:49AM (9/04/2009)
Smart move here. BBDO made the worst car ads. The only ones that are interesting are the recent ones. Other than that, they don't present the ethos that sells products.
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BluePariah 8:58AM (9/04/2009)
I worked for BBDO at one point, and I'm not surprised. But I'll tell you this, while they were bloated and perhaps didn't churn out the best ad campaigns, its not all just their fault. In a great many ways they were saddled with poor decision making coming from Chrysler or DCX. Like any business relationship, that street goes both ways. There was far too much bloat on both ends to really be nimble to market needs. We'd go to meetings to schedule meetings, to schedule meetings.
Their biggest success were the Dodge Ram ads, which, while they were stupid and childish, went over great with the target demographic.
In the end, though, BBDO's main failing is that they were a little too sycophantic to truly make daring, bold ads - too afraid to lose their billion dollar baby. As a consultant or outside marketing firm, sometimes you have to throw a few chairs around to get things done.
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Rev Junkie 11:16AM (9/04/2009)
I kinda feel sorry for them. They had to find a way to generate customer interest in the Caliber, Sebring, Avenger, Nitro, Aspen, PT Cruiser convertible, and other turds that Chrysler's been squeezing out lately. I bet it's hard to focus 30 seconds on heated and cooled cupholders!
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Patrick 1:04AM (9/05/2009)
As long as they don't use Edward Hermann to do the voice work. Every car company that has used his voice has done so when they were in trouble. And every one of them that went on to use someone else has found success.
Find out what BMW is paying Will Lyman to voice their ads -and triple it.
Bonus: hire Sharlto Copley accent and all.
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