DaimlerChrysler Media Eyed

Executives from Omnicom Group and the team of Bozell Worldwide and CIA were in Detroit last week making credentials presentations to DaimlerChrysler officials in what could lead to a decision for combining global media buying responsibilities at a single shop, sources said.
DaimlerChrysler representative Jodi Armstrong said the client has been hearing “capabilities presentations” from all agencies handling media buying for the Daimler-Benz and Chrysler Corp. sides of the recently merged company. A decision on whether and where to consolidate buying is expected shortly.
BBDO Worldwide’s 5-year-old PentaCom unit handles Chrysler’s
$1 billion-plus media buying account for North America. Omnicom’s GFMO shop in Germany, has handled Daimler’s media duties across several European countries. Lowe & Partners/SMS, New York, which handles creative and media on Mercedes-Benz’s $100 million U.S. account, is not involved, Armstrong said.
Bozell, which handles the majority of Chrysler buying in Europe, has been presenting in tandem with European media agency CIA Group, sources said. Bozell Worldwide chairman Leo-Arthur Kelmenson is heading the Bozell effort and is said by sources to be promising aggressive spending moves to deliver the cost-efficiencies that DaimlerChrysler is seeking from a possible consolidation. Officials at Bozell and Omnicom declined to comment.
–with Hank Kim