SapientNitro has bested longtime incumbent Organic to win lead digital duties for Chrysler, including the Dodge, Jeep and Ram nameplates.
The assignment follows a review that included Omnicom Group's Organic and Genex, the digital shop owned by Meredith.
Adding Chrysler constitutes a major coup for SapientNitro, which yesterday announced plans to fully integrate its interactive offering with ad shop Nitro, which it acquired last June.
SapientNitro confirmed the Chrysler win. Executives from Organic said they have not been informed of a decision and have work with the client slated to continue through May.
The loss of Chrysler would be a major blow to Organic. It ranks as one of the digital shop's biggest accounts along with Bank of America. Organic has worked on Chrysler since 1999.
Chrylser has significantly altered its agency roster in recent months, ending its relationship with Organic sibling BBDO and shifting work to Wieden + Kennedy and Fallon.
SapientNitro's other clients include Coca-Cola, Celebrity Cruises and Mars.