Nearly two years after Chrysler moved the Jeep advertising account to San Francisco boutique agency Cutwater from Detroit giant BBDO, the automaker says it is sending the business back to the Motor City. Yet BBDO won’t get the same account it had back in 2006; Chrysler has cut advertising spending on the Jeep brand by roughly one-third.
Cutwater, which is closely tied to Omnicom Group, earned a major industry coup when it “stole” the business from BBDO. Jeep was Cutwater’s first account, but Chrysler returned the account back to BBDO “to maximize our efficiencies and effectiveness of our efforts going forward,” according to Chrysler senior vice president of North American sales and marketing Steve Landry.
Jeep sales were down about 30 percent last year, but advertising spending was down even more. In the first ten months of 2008, Chrysler spent $108.6 million in measured media on the Jeep brand compared to $244 during the same period in 2007, according to TNS Media Intelligence.
01/16, 5:27 PM
posted by:
iluvamcars
Yawn……………
01/16, 5:40 PM
posted by:
Dangerous1
Chrysler cut WAY back on their advertising in the past year. Their 2009 model year brochures are all printed in South Korea, on cheap paper and they printed about half of the quantity than in the previous year. Their magazine ads are scarce. With an important new model like the Ram 1500 you would think ads would be everywhere, but they aren’t.
The Jeep ads and brochures are attractive, but you don’t see them anywhere.
I wonder how Interone Marketing will be affected by all their cutbacks?
01/18, 1:11 PM
posted by:
jayjc08
Dangerous1- I’ve been seeing a lot of ads for the new Ram. In magazines, and a few are still circulating on the TV. Other than that, I haven’t seen a single other Chrysler ad.
LLN, just out of curiosity, you have this pretty neat revolving “Special Coverage” table on your page. Do you EVER plan on changing it?
01/19, 9:42 AM
posted by:
HoosierHero
jayjc08- maybe they’ll change when they actually get a sponsor to fill that block above it!
01/19, 7:53 PM
posted by:
HRR
WTF is BBDO? And this story is lame.