Joint Mercedes, Chrysler Ads In The Works

Agencies for Chrysler Corp. and Daimler-Benz are preparing a joint ad campaign heralding their merger, while Chrysler is considering scrapping its “Great cars. Great trucks” corporate series.
Jodi Armstrong, Chrysler corporate marketing public relations manager, confirmed plans for a “Day one” campaign, as it is called internally, to be launched as soon as Daimler-Benz’s $38 billion acquisition of Chrysler is completed next month. Print will be part of the new campaign, Armstrong said. Sources said TV is being considered, although not as part of the initial blitz.
The global campaign–for which Chrysler said spending has not yet been determined–is being developed by Bozell Worldwide in Southfield, Mich., in conjunction with Springer & Jacoby of Hamburg, Germany.
This is the first ad effort involving Chrysler and Daimler-Benz agencies working in conjunction since the acquisition was announced in May. Bozell officials declined comment; Springer & Jacoby could not be reached for comment. BBDO, Chrysler’s Dodge agency, confirmed it was not involved in the effort.
It is “probable” Chrysler’s “Great cars. Great truck” corporate campaign will be replaced with a new positioning for the merged company, Armstrong said. “Basically what happens is Chrysler goes away, Daimler-Benz goes away, and it becomes a new company,” she said. “There will probably be a new corporate campaign for this company.”
Chrysler corporate spots, created by Bozell, have not run since early this year because of a shift of attention and budgets to new product launches, Armstrong said.