Chrysler Brings in Brand Consultancy For Non-Ad Work

CHICAgO—Marketing chief James Schroer said earlier this spring he wouldn’t hesitate to look beyond PentaMark for marketing help. He has proven true to his word, adding Fusion 5 to Chrysler’s roster.

Schroer, who joined Chrysler in February, knew the Westport, Conn.-based brand consultancy from his time as a marketer at Ford. He said Fusion 5 would work closely with PentaMark “to help define new-business opportunities and establish branding strategies” for Chrysler, Jeep and Dodge. The firm’s work will be in nonadvertising marketing venues, an area in which Schroer said he placed great importance.

Chrysler last year consolidated its $2 billion business at PentaMark Worldwide, a unit specially formed by the Omnicom Group to handle the company’s account.