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James Schroer, the former Ford executive who took over as Chrysler’s marketing chief in February, believes advertising is overrated.
“There’s a lot more to running a vehicle launch or a marketing campaign than the advertising,” he said in an interview last week. “It used to be the end all and be all of a marketing campaign. Now it is being relegated to its rightful position [as] one important element of a great overall marketing campaign.”
Schroer, executive vice president of global sales and marketing for DaimlerChrysler’s Chrysler Group, has just one shop to work with thanks to last fall’s consolidation of the $2 billion DaimlerChrysler business at PentaMark, a BBDO unit specifically designed for the account.
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