Bozell Would Lose Significant Source of Revenue if Car Maker Acts
DETROIT–Chrysler Corp. is considering consolidating the media buying for its dealer advertising–worth some $450 million–at PentaCom, the BBDO Worldwide unit in Troy, Mich., that currently handles all of the automaker’s national media planning and buying, said sources.
Currently, dealer planning and buying is handled by Chrysler’s two brand agencies: BBDO, Southfield, Mich., which handles Dodge; and Bozell, also in Southfield, which handles corporate ads and the Chrysler, Plymouth and Jeep lines.
Chrysler’s discussions come on the eve of True North Communications’ Dec.
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