Chrysler Starts Minority Review

DaimlerChrysler’s Chry sler Group is inviting about two dozen agencies to pitch its minority advertising business, worth an esti mated $40-50 million in billings.

Shops that specialize in marketing to ethnic groups or to gay, lesbian and bisexual groups will receive a proposal request this week, said Chrysler Group representative James Kenyon.

The incumbent for African American work is Don Coleman Advertising in Southfield, Mich. Montemayor y Asociados in San Antonio handles Hispanic advertising.

“We fully expect [the incumbents] to participate vigorously in this review,” said Jeff Bell, Chrysler Group’s vice president of marketing communications, in a statement.

Chrysler has also been working on a project basis with Imada Wong Communications, Los Angeles, for Asian-American-directed work.

Kenyon said the total business generates revenue of $4-6 million a year.

The automaker has not decided whether it will consolidate the business at one agency or maintain several different shops, Kenyon said.