Cutbacks Won't Stall Ad Barrage From BBDO for '98 Dodge Intrepid

The advertising launch of Chrysler Corp.’s ’98 Dodge Intrepid later this month won’t be affected by the automaker’s decision to cut up to $100 million from its annual media budget in 1998, the company said.
The revised advertising budget will mean lower spending on Chrysler’s “Great cars. Great trucks” corporate campaign from Bozell Worldwide in Southfield, Mich., and on work for
several older car models, a representative said. But the redesigned Intrepid–and its supporting campaign from BBDO’s Southfield office–won’t be shortchanged, Dodge officials said.
“The Intrepid is a very important car for our brand and our company,” said Dave Rooney, Dodge marketing communications manager.