NEW YORK Omnicom Group's Cutwater has won creative duties on Jeep, the client confirmed.
DaimlerChrysler spent $360 million last year on ads for its Jeep models, which include the Patriot, Compass Wrangler, Wrangler Unlimited, Liberty, Grand Cherokee and the Commander.
"Everything other than the national creative will be handled by BBDO Detroit," said Jason Vines, vp of communications at Chrysler Group, referring to the incumbent. "That agency will be the linchpin of coordination for Cutwater."
Factoring out local efforts, Jeep spent about $170 million last year on national brand and product advertising, per Nielsen Monitor-Plus. Cutwater picks up at least that much business from the client.
Cutwater, the newly launched San Francisco agency led by former TBWA\Chiat\Day creative executive Chuck McBride, beat out other Omnicom shops such as Element 79 in Chicago, Martin/Williams in Minneapolis, BBDO and Downtown Partners in Toronto.
DaimlerChrysler executives heard final pitches from the agencies on Saturday.
"They're starting work immediately," Vines said. "The next campaign for the brand and the vehicles is about a month away."