Dodge Stays Different

A DaimlerChrysler executive said the structure of PentaMark Worldwide will maintain a strict difference between Dodge and the company’s other brands.

“We’ve set up a vertical firewall be-tween the Dodge team and the Chrysler/Jeep team,” said Jim Julow, Dodge division vice president. “There will be no mixture of the two groups. It’s important that we keep the brand equity as high as we can.”

BBDO veteran Dick Johnson remains at the helm of the Dodge creative team and Bill Morden, who joined PentaMark from FCB Worldwide, heads creative for Chrysler/Jeep. There had been speculation that Mike Vogel, the FCB executive who now runs PentaMark, might put his own people in place on Dodge.

“We were very conscious going into the design of PentaMark, and we created a bunch of safety systems in the way we staffed it,” Julow said. “We haven’t mingled personnel. There will be no cross-brand assignments.”

Julow will see initial creative ideas this week for the new 2002 Dodge Ram full-size pickup, which was unveiled last week at the auto show in Chicago. The use of signature red vehicles and the tagline “Dodge. Different.” will continue, he said.

Both print and TV will break in mid to late September, he said.

Julow declined to discuss spending. The automaker spent $47 million on Ram ads through the first 10 months of 2000 and about $64 million for 1999, according to Competitive Media Reporting. The truck is also showcased in full-line Dodge ads.