GlobalHue Expected to Keep Chrysler’s Diversity Ad Business

DETROIT–Incumbent GlobalHue is expected to retain at least part–if not all–of the Chrysler Group’s $50 million diversity advertising business, following a lengthy review that drew scrutiny from African American groups, sources said.

James Schroer, Chrysler Group executive vice president-global sales and marketing, spoke favorably of the agency and its leader, Don Coleman, during remarks at the Rainbow/PUSH Coalition’s convention in Chicago on Wednesday, sources said. He indicated that the automaker plans to keep working with the agency, sources said.

A Chrysler representative said the automaker has no news regarding the diversity review. Coleman could not be reached for comment. Sources said an announcement could come as early as Friday.

The automaker said last week the review was on hold until PASS, a partnership between Arnell Group President Peter Arnell and African American recording industry executive Steve Stoute, could obtain minority certification.

Finalists in the review, which began four months ago, include GlobalHue, Southfield, Mich., formed by the merger of Don Coleman Advertising, an African-American specialist, and sibling Hispanic-focused Montemayor & Asociados, San Antonio. The Interpublic holds a 49 percent stake in GlobalHue.

The alliance also includes an Asian-American agency that Coleman has declined to name. Sources said the agency is Innovasia, Los Angeles, which currently handles General Motors’ Asian-American advertising.
The other two finalist alliances are: PASS Urban Powertrain (Arnell and Stoute’s group); Asian-owned L3 Advertising, New York; Hispanic specialist Cultura, Dallas, and gay and lesbian agency Osmosis Media Lab, New York; SIP, composed of Publicis, Sanchez & Levitan, Miami; African-American and gay and lesbian agency Prime Access, New York; and Imada Wong Communications Group, Los Angeles, in which Interpublic has a stake.