Jeep Looks Beyond BBDO

NEW YORK Chrysler’s Jeep is soliciting creative ideas from Omnicom Group agencies beyond its lead shop, BBDO in Detroit, a client representative confirmed.

“We’re looking for ideas at BBDO and within Omnicom,” said Jason Vines, vp of communications at Chrysler Group. “We want to keep this brand as cherished as it is. It is probably one of, if not the best brand, in the business and we don’t want to become complacent.”

Vines said the company wanted ideas to better target its “expanding customer base” of younger buyers.

Omnicom ad agencies that are non-conflicted in the automotive category include Energy BBDO in Chicago, Goodby, Silverstein & Partners in San Francisco, which is participating in the global Volvo review, and Element 79 in Chicago.

Vines declined to identify the agencies contacted.

The client expects to meet with the agencies and review storyboards in about two weeks, he said, and some concepts will be put into test. A decision is expected in about two months.

This is not the first time Chrysler has gone beyond BBDO for ideas. Last year, it tapped independent GlobalHue in Southfield, Mich., for the launch campaign of the Jeep Compass. BBDO is still lead shop on Compass, however.

In 2002, Omnicom’s Arnell Group in New York teamed up with BBDO in Troy, Mich., to create a Chrysler campaign that featured Celine Dion.

Chrysler spent $360 million in U.S. media in 2006 on its Jeep brands, per Nielsen Monitor-Plus.

BBDO is lead agency on the Chrysler, Dodge (Nitro, Caliber, Charger, among others) and Jeep brands. The latter includes the Compass, Wrangler, Commander, Cherokee and Renogade.

This story corrects an earlier item, noting that GlobalHue is an indepenent agency.