DaimlerChrysler Consolidates Global Catalog Work
DETROIT--While DaimlerChrysler executives continue to consider whether or not to consolidate media buying duties with Omnicom Group or a Bozell Worldwide-CIA team, Omnicom-owned Ross Roy Communications last week emerged the winner in another consolidation decision by the automaker.
Bloomfield Hills, Mich.-based Ross Roy--part of BBDO Worldwide's PentaMark unit, which also includes BBDO Detroit and the PentaCom media buying operation--was selected to handle DaimlerChrysler's global catalog production, an assignment previously shared with Bozell Worldwide.
Ross Roy previously handled only the U.S., Canadian and Mexican catalogs, while Bozell Worldwide, Southfield, Mich., produced all international catalogs. Bozell will complete the production of catalogs in progress for the Grand Cherokee and Neon.
Chrysler declined to detail its spending for catalogs. "[The consolidation] will have a significant impact on [Ross Roy's] billings, I can tell you that," said Phil Bockhorn, Chrysler's international merchandising manager. Combining catalog production under one agency helps achieve significant production efficiencies, he added.
Ross Roy was chosen over Bozell because it has demonstrated a proficiency in below-the-line marketing activities, he said.
The international business consists of more than 200 individual catalog versions in 29 languages, Bockhorn said. It will be managed through a global network aligning Ross Roy with 16 Omnicom offices (principally BBDO) worldwide.
Bozell representative Eileen Wunderlich minimized the loss, saying it "will not have a significant impact either financially or in staffing. Very few people were working exclusively on the catalogs."
DaimlerChrysler representative Jodi Armstrong last week said the automaker still has made no decision on how global media buying duties will be handled.