Chrysler Review Set for Finals

The three remaining agency groups pitching Chrysler’s $50 million multicultural account will get their briefs this week for final presentations in mid-June.

Chrysler executives cut one agency alliance from the contenders list last week, and also met with the Rev. Jesse Jackson, who earlier in the process expressed concerns about the review.

Jackson and the executives—James Schroer, evp of sales and marketing, and Jeff Bell, vp of marketing communications—engaged in what a Chrysler representative described as “good dialogue” about the multicultural efforts. No future meetings are scheduled with Jackson or the Rev. Al Sharpton, founder of civil-rights group National Action Network, who met with Schroer on April 15, said company representative James Kenyon.

Jackson and Sharpton earlier told Chrysler they wanted to ensure that shops competing for the multicultural account met their criteria for minority-owned and -operated entities. Representatives for Jackson and Sharpton could not be reached.

Cut from the competition was The Array, an all-New York-based alliance.

Each of the finalist agencies will get $20,000 to cover costs, plus expenses to travel to Detroit to make the final presentation. The winner’s work is expected to eventually run as a campaign.

Among the finalists is incumbent GlobalHue, Southfield, Mich., which has added an Asian shop to its partnership. Kenyon declined to identify the agency, citing an existing conflict that will have to be worked out.