Chrysler has selected the first winner of its new brand work, naming Michigan based Global Hue the agency that will handle the new global campaign assignment for jeep. The automaker is expected to make a formal announcement later today or soon after.
Global Hue had been handling multicultural assignments and the launch of Jeep Compass for the brand while BBDO managed general market and dealer work. No word yet regarding BBDO’s role going forward. This seems a lot like when Cutwater did work for Jeep; BBDO continued to handle the dealer work.
We have heard rumblings that this project is a litmus test for future assignments and possibly AOR responsibility.
Check back later for more details.