PentaMark’s First Ads for Jeep Introduce Liberty

A Jeep Liberty print ad breaking this month is the first work from the revamped PentaMark Worldwide, the BBDO unit that won DaimlerChrysler’s consolidated $2 billion advertising account in November.

Television spots for the Liberty, a new model that replaces the Cherokee, will break in late June under the themeline, “The next great Jeep idea,” along with the longtime Jeep tagline, “Jeep. There’s only one.”

Marketing for the Liberty has so far focused heavily on the Internet, said Tom Marinelli, vice president of Chrysler/Jeep division global brand center at DaimlerChrysler. The automaker will offer a series of monthly “webinars” starting in February to unveil different details about the new sport utility vehicle. Marinelli declined to discuss spending behind the new nameplate.

The print ad appears in January issues of enthusiast magazines, including Car and Driver, Motor trend, Road & Track, Popular Mechanics and Popular Science. It includes a reply card that consumers can send in for more information. The auto-maker has already built up a sub-stantial database through responses to the Web site, Marinelli said. A three-part direct mail campaign begins in February.

In terms of features and styling, the Liberty is meant to be a step up from the Cherokee but still under the Grand Cherokee, Marinelli said.

According to Arthur “Bud” Liebler, senior vice president of Chrysler group marketing, the launch has not been slowed by the transition of Jeep work from FCB Worldwide to PentaMark.

PentaMark has absorbed all of the key creative and account people from FCB. Also moving to PentaMark were almost all FCB workers in field operations, Liebler said.

The Chrysler Group’s new president, Dieter Zetsche, has been taken through ad strategies for Dodge and Chrysler and awaits a presentation on Jeep, Liebler said. Zetsche has indicated marketing budgets will not take a bigger hit than other areas in upcoming across-the-board cuts at the ailing automaker, Liebler said.