Chrysler, PentaCom Disagree on Neon Media

DETROIT – In the waning weeks before the $80-million launch of Chrysler Corp. Neon subcompact, the factory apparently is at odds with its media buying unit, PentaCom, over how to reach the youthful audience to whom the car is targeted. PentaCom has recommended that Neon ads run on MTV and in Details and Playboy. Chrysler apparently has nixed those vehicles. Chrysler vp/marketing John Damoose has, in a number of public speeches, made clear his dislike for programming and editorial content that is either sexually explicit or violent. It has been some time since Chrysler has marketed a product to 20-something drivers, which are the prime demographic for the Neon. Thus, sources close to the company say marketing brass may have grown out of touch with young people. Neither Damoose nor other Chrysler marketing/media execs could be reached for comment last week. Dave Martin, president/ceo of PentaCom, the BBDO unit that plans and buys all Chrysler’s national media, would only say that ‘the media planning process, which has not been finalized, will reflect Chrysler’s point of view on how their shareholders’ money will be spent to support the Neon program.’
Copyright Adweek L.P. (1993)