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When Chrysler wanted to use an Eminem song in its 2011 Super Bowl ad, the company's Chief Marketing Officer Olivier François took it upon himself to convince the elusive rapper. In the end, the Chrysler not only ended up with the song, but François had persuaded the performer himself to appear in the spot.

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With a glut of new and updated models to peddle, Chrysler has reportedly upped its marketing budget to $2.9 billion for 2011, up from $1.72 billion in 2010. The automaker outlined the costs in documents given to the Securities and Exchange Commission.

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In-flight wireless Internet access and e-mail is both a boon and a curse to Chrysler chief marketing officer Olivier Francois, who says he already works 20 hours a day running marketing for both Chrysler, as well as five of Fiat's brands. His frequent flight time was his last refuge to write and think through other work on the nine brands he manages without endless meetings or putting out fires.

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GM and Chrysler spent a combined $4.75 billion on marketing last year which funded thousands of jobs, from the CEOs of ad agencies to the guys pasting up billboards on the Interstate. So how would a merger of the two companies affect the advertising industry?

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Whoever ends up with Chrysler will obviously face a myriad of logistical problems from suppliers to unions. But Advertising Age takes a look at the marketing muddle that will need to be overcome soon after signing the deed.

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