Chrysler Group Minority Agency Review.

The Chrysler Group, as part of its strategy to address the urban marketplace as effectively as possible, announced an agency review of Don Coleman Advertising, based in Southfield, Mich., and the marketing agency Montemayor y Asociados, in San Antonio, Texas.

“The goals of this review are to enhance the effectiveness of our marketing communications, drive vehicle sales, build the power of our brands, and impact shareholder value,” said Jeff Bell, Vice President, Marketing Communications, Chrysler Group.

“Don Coleman Advertising and Montemayor y Asociados have done outstanding work for our Chrysler, Jeep and Dodge brands and, as the incumbent multicultural agencies, we fully expect them to participate vigorously in this review.”

The results of the agency review will be announced by June 1. “We are moving away from solely dedicated creative for African Americans, Asian Americans, Hispanic Americans and the gay, lesbian, bisexual and transgender communities,” said Bell. “Instead, we are moving toward serving those dedicated markets, and, at the same time, doing a much better job of
urban marketing in general.”

“We are very interested in connecting with popular culture,” said Bell. “The driving principle of popular culture today is the urban mindset, and that mindset is diverse. Diversity is where the leading edge trends are, and our marketing needs to be in tune with those trends.”