Chrysler Nears Decision on $320-Mil. Review; BBDO, Bozell Still on the Playing Field By Eric Schmuckle

DETROIT - The six-month Chrysler media review entered the homestretch when Jeep/Eagle creative agency CME/KHBB

The two remaining contenders, BBDO/Detroit and Bozell, Southfield, will soon make their final presentations, and Chrysler could reach a decision on its $320 million account by the end of the month.
Scott Fosgard, Chrysler’s marketing programs public relations manager, acknowledged that CME was no longer in the review. Word of the cut began circulating around Detroit last Wednesday, as CME execs groused to other Motown types.
CME execs did not return calls for comment.
‘Chrysler gave specific criteria to its agencies, asking for their vision of a media agency,’ explained Fosgard. ‘After reviewing the agencies’ ideas on how to implement this, Bozell and BBDO came closest to what we had in mind. It’s been decided to continue this process with those two agencies.’
He added that the company was ‘moving quickly’ with the review, but was not ‘operating under any self-imposed deadline.’
Clearly, this review is about more than clout and saving a few pennies on CPM’s.At the beginning, Chrysler even considered setting up a stand-alone media unit, with participation by some or all of its agencies. Not much has been heard about that option lately, though.
There are three expected benefits to the media consolidation, said Fosgard.
First: savings from eliminating redundancies at Chrysler in administering and overseeing three separate media outfits.
Second: generating buying efficiencies with a singlecombined budget.
Third: improving internal and interagency communications. That means Chrysler wants to break down the walls between agencies, divisions and dayparts in approaching media.
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