DaimlerChrysler's announcement of a media consolidation plan will not be the last word in the automaker's efforts to achieve greater efficiencies in its advertising efforts, company executives said.
The company, based in Auburn Hills, Mich., and Stuttgart, Germany, last week confirmed its media consolidation plan, which gives Bozell Worldwide the largest chunk of the business [Adweek, March 29].
Media planning on all the brands is assigned to the respective creative agencies "for the time being," said Joe Casola, Chrysler vice president of marketing operations. It's possible those assignments will shift in the future, just as the former Chrysler Corp. consolidated its buying and planning at PentaCom, Troy, Mich., six years ago.
"We'll continue to look at that, but for starters we just decided to consolidate the media buying," Casola said. "There's not a finality to anything."
Bozell, Southfield, Mich., and New York, will handle all of the company's brands in Europe, with the exception of Germany, which will be handled by GFMO in Stuttgart. PentaCom will buy media for all brands in North America.
The Mercedes-Benz buying was previously handled by dozens of different outlets overseas. "Clearly there's some efficiencies in moving some of that business as we group the brands together," Casola said.
The consolidation is designed to better position the company for the future as media mergers continue to reduce the number of choices, he added.