We’ve run quite a few reports regarding the FIAT Chrysler Group over the past six months or so. Some big changes did indeed affect the business: we heard rumblings about the Jeep account changing hands as early as last December, but we couldn’t quite confirm the details.
In March, however, the news finally came through: Chrysler had ended its relationship with former Jeep brand creative AOR Global Hue, which subsequently closed its Detroit office and moved all operations to Manhattan.
At the time, the organization indicated that it would follow the lead of many other clients in moving away from the traditional AOR model in order to better utilize all of the agencies in its partner network. To that point, it did not announce a formal review when seeking an agency to promote the Alfa Romeo sports car line: it simply chose Doner and The Richards Group from its roster.
Earlier this month, we heard that the client would add 72andSunny to that list in order to work on future projects for the Jeep brand. We knew that, as before, there would be no official review.
Here is the statement we eventually received:
“The Company reaches out to many agencies throughout the year as part of brand(s) initiatives. Until any potential future marketing campaign officially launches, the company does not comment on collaborative agency partner.”
Note that the statement does not say “we are not planning to work with this agency”; it effectively identifies 72 as a member of the network.
The client has worked with 72 in the past: in summer 2011 it signed the agency for work including web design and “comprehensive digital marketing strategy.”
72andSunny hasn’t commented on the rumor, and we don’t have any details regarding campaigns to come. That said, everything we’ve heard indicates that 72andSunny will play a key role in project-based work promoting the client’s 2015 models.