We Hear: Chrysler Creative Review Comes Down to 3 Finalists

By Patrick Coffee 

Yesterday this blog and other trade pubs reported that GSD&M had won lead creative duties on Dodge after a review. It was an interesting choice given that the Austin shop hasn’t worked on a major auto account in some time after parting with BMW in 2010, but it was big news for the Omnicom network.

In that post, we noted that a review for the larger corporate Chrysler brand has also been ongoing, and today we hear that it has entered its final stages. According to multiple sources, the final three competitors are Droga5, Iris Worldwide New York and Minneapolis agency Mono.

None of these agencies are new to the auto space.


Droga has been working with Toyota since the summer of 2014. Just over a year ago the agency won lead creative duties on the Scion launch and went on to create spots like the one starring a vampire with a man bun.

Mono does not currently work with any car brands, but it won Advance Auto Parts in August 2014 and went on to create such campaigns as “Pothole Dummy,” which launched last month.

Iris Worldwide has long worked with Mini, and its PR division handles lifestyle work for BMW as well. The network (which is partially owned by Cheil) most recently gained attention for creating “Portraits,” one of two FIAT Chrysler Super Bowl ads promoting the Jeep brand. The spot won Adweek’s Super Clio award for best ad of the game, though the client later chose DDB to lead creative for the Jeep brand after that shop made the Big Game spot “4x4ever.”

A Droga5 spokesperson declined to comment for this post and FIAT Chrysler told us that they do not have any new announcements regarding the brand review at this time. Mono and Iris representatives have not yet responded to our emails.

The final decision should come within the next month.