NEW YORK (AdAge.com) -- Chrysler is prepping to name
SapientNitro its digital agency of record for all automotive brands,
replacing Omnicom Group's Organic, executives familiar with the matter
The shift to the independent network represents the latest chunk of
Chrysler business to leave Omnicom after a series of creative and media
agency reviews the car maker initiated last summer following its
alignment with Italy's Fiat.
The last round of the interactive review was said to be a three-way shootout between Organic, Meredith Corp.'s Genex and SapientNitro.
A SapientNitro executive confirmed the win, while spokeswomen for Chrysler and Organic declined comment on the shift.
Executives familiar with the matter estimate the account -- which gives
SapientNitro responsibility for digital duties globally across the
Dodge, Ram Jeep and Chrysler brands -- is worth nearly $30 million in
billings. It caps a nice new-business run for the network that was
formed last year out of the merger of traditional agency network Nitro
Group and Sapient. Among other things, SapientNitro was recently named
to Unilever's global digital roster and tapped as lead agency for
Target's coming e-commerce platform.
Last week, Chrysler Group named Meredith Corp.'s New Media Strategies
agency its new social-media marketing agency of record. That move
furthered the expansion by Meredith, a company perhaps best known for
publishing magazines such as Family Circle and Better Homes &
Gardens, into agency services. Social media duties, along with its
customer relationship management business, expand on an existing
relationship between Chrysler and Meredith, which began with custom
publishing services. Meredith acquired Los Angeles-based Genex in 2007. Chrysler handed Meredith Integrated Marketing CRM from Omnicom's BBDO Detroit, which has since shuttered.
Chrysler in recent months has totally overhauled its agency roster. The
automaker is also working with Richards Group, Dallas, for Ram
creative; GlobalHue, Southfield, Mich., for Jeep; and Fallon,
Minneapolis, for the Chrysler vehicle brand.
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