Chrysler Starts Minority Review

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DaimlerChrysler’s Chry sler Group is inviting about two dozen agencies to pitch its minority-advertising business, worth an esti mated $40-50 million in billings.

Shops that specialize in marketing to ethnic groups or to gay, lesbian and bisexual groups will receive a proposal request this week, said Chrysler Group representative James Kenyon.

The incumbent for African-American work is Don Coleman Advertising in Southfield, Mich., while Montemayor y Asociados in San Antonio handles Hispanic target advertising.

“We fully expect [the incumbents] to participate vigorously in this review,” said Jeff Bell, Chrysler Group’s vice president, marketing communications, in a statement.

Chrysler has also been working on a project basis with Imada Wong Communications, Los Angeles, for Asian-American-targeted work.

Kenyon said the total business generates revenue of $4-6 million a year.

The automaker has not de cided whether it will consolidate all the business at one agency or maintain several different shops, Kenyon said.











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