The Chrysler Group's four-month review for a multicultural agency ended with the automaker back where it started—employing GlobalHue.
The competition was highly political, drawing scrutiny from African American groups that demanded assurances that Chrysler employ a shop with true minority ownership. GlobalHue, which is 49 percent owned by Interpublic Group, passed muster on this score, and the Rev. Horace Sheffield of the National Action Network had backed GlobalHue's retaining the business.
Sheffield could not be reached on Friday following Chrysler's decision to retain Southfield, Mich.-based GlobalHue, consisting of the former Don Coleman Advertising and Montemayor y Asociados, San Antonio.
Coleman could not be reached for comment, while Montemayor officials declined comment.
A Chrysler representative earlier valued the account at $40-$60 million, but client executives said during the course of the review that the number could rise.
GlobalHue acquired an Asian target agency, Innovasia in Los Angeles, to help pitch the business. Innovasia had done work with GM but has resigned that account, according to sources. GM officials could not be reached for comment on the future of its Asian-market advertising efforts, estimated at $30 million.
Chrysler executives would not comment on the review beyond prepared statements. "Our objective … was to find an agency to develop national advertising campaigns to connect with the multicultural community and local marketing efforts that our dealers nationwide can use … to attract specific cultural groups," said George Murphy, svp, global brand marketing.