PentaMark Regroups

In a move reflective of DaimlerChrysler’s increased emphasis on nontraditional advertising, PentaMark Worldwide is reorganizing and expanding its relationship marketing.

The Troy, Mich., shop is forming a more comprehensive unit that will handle relationship marketing for all Chrysler divisions. Previously, those chores were separated by division at both the client and its agency.

Bruce Clayton, who headed 1-2-1 Marketing Group at ex-Chrysler shop FCB Worldwide, will supervise the as-yet-unnamed unit, which is expected to be more comprehensive and better coordinate activities among the different divisions.

Lou Bitonti, who previously ran Camp Jeep and Jeep 101, will lead all of the automaker’s relationship marketing initiatives as the Chrysler Group’s senior manager of events.

Clayton said he will add another six or seven employees to the dozen who work in the unit at PentaMark, which won the consolidated Chrysler Group business in November.

The automaker has placed more emphasis on “experiential marketing,” its term for events and relationship marketing, under James Schroer and George Murphy, who left Ford for top marketing posts at Chrysler earlier this year, Clayton said.

“You need to create episodic adventures for the customer to really give them more than just a glorified test drive,” Clayton said.

The events group will seek cross-promotional ties with other Omnicom clients such as Pepsi, Clayton said. It will also look to expand youth marketing initiatives and will work with Omnicom sibling the Arnell Group as well as Fusion 5, both New York, which the Chrysler Group has enlisted to handle branding initiatives.