GlobalHue, which in-cludes Montemayor y Asociados, is being retained as the Chrysler Group's agency for diversity advertising, the client said Friday.
The San Antonio shop and its GlobalHue partner, Don Coleman Advertising of Southfield, Mich., presented a level of work to the client that surpassed previous efforts, sources said.
Montemayor declined comment.
A Chrysler representative said at the beginning of the four-month review that the account was valued at $40-$60 million. Client executives have indicated that figure could rise.
The review drew scrutiny from African American civil rights leaders, including the Rev. Al Sharpton's National Action Network. The Rev. Horrace Sheffield, president of the Michigan group, has said in the past he was in favor of GlobalHue retaining the business.
"During this review, GlobalHue's capability to deliver unique campaigns that reflected the personality of the Chrysler, Jeep and Dodge brands was a key factor in winning this account," said George Murphy, senior vice president, global brand marketing, in a statement. "Our objective ... was to find an agency to develop national [ad] campaigns to connect with the multicultural community and local marketing efforts that our dealers nationwide can use in their hometowns to attract specific cultural groups."
As a result of the win, Innovasia Communications, Los Angeles, which was recently acquired by GlobalHue as its Asian American component, is resigning its General Motors business, estimated at$30 million, sources said. GM did not return calls seeking comment.
As part of an agency partnership, Cultura of Dallas also contended for the diversity account.