Chrysler Group Appoints UM as New Agency of Record for Media Planning and Buying

Strategic Insights -

Chrysler Group has appointed UM as its new agency of record for media planning and buying, covering the Chrysler, Jeep, Dodge, and Ram brands in the US, Canada, and Mexico. The appointment is effective immediately, replacing the company's current media buying agency, PHD, which will end its contract in January 2010. UM, a global media communications agency, will handle media buying and planning from its Detroit office, with support from offices in New York and San Francisco, and will also oversee Chrysler's retail marketing initiatives.

Key Takeaways:

  • UM, a global media communications agency, has been appointed as the new agency of record for media planning and buying for Chrysler Group's brands in the US, Canada, and Mexico.
  • The appointment is effective immediately, with a transition period of two months to ensure a smooth transfer from the current agency, PHD.
  • Chrysler Group's media buying and planning will be primarily run out of Detroit, with support from offices in New York and San Francisco.
  • The scope of work covers traditional and digital media, and UM will also be tasked with supporting Chrysler's retail marketing initiatives.
  • Olivier Francois, president and CEO of the Chrysler brand, expects UM to deliver unique ideas and solutions to help Chrysler better communicate with consumers.
  • Chrysler Group's changes will allow for greater efficiencies and flexibility in media use across all four brands and at the retail level.
  • Mercedes Integrated Marketing has been appointed to manage CRM initiatives for the US and Canada, building on an existing relationship between Chrysler and Meredith.
  • The new agency appointments will support Chrysler Group's brand-driven focus and efforts to reposition its brands in the market.

Statistics:

  • 4 brands: Chrysler, Jeep, Dodge, and Ram, to be managed by UM in the US, Canada, and Mexico.
  • 3 offices: Detroit, New York, and San Francisco, to support UM's media buying and planning services.
  • 2 months: Transition period for UM to take over from PHD.
  • January 2010: Contract end date for PHD.
  • 1 existing relationship: Between Chrysler and Meredith Integrated Marketing, which will be expanded to manage CRM initiatives.

Sources:

  • "Chrysler Group Appoints UM as New Agency of Record for Media Planning and Buying" by Domain-b.com [1]