Chrysler has appointed Leo Burnett Melbourne as its new Australian advertising agency.
The car manufacturer handed its creative account, which includes the Chrysler, Jeep, Dodge and Mopar brands, to Leo’s following a competitive pitch believed to have involved seven agencies.
The review was sparked by Chrysler’s decision to end its 60-year relationship with the BBDO network in the US, replacing it with Fallon.
The move saw separate pitches for the Chrysler business in countries around the world, with the Leo Burnett network thought to have triumphed in several markets outside Australia.
Although the Publicis Groupe, which owns both Fallon and Leo Burnett, hasn’t formally won the account on a global basis, it’s understood that Publicis agencies are set to emerge victorious in most of the key markets.
Clemenger BBDO, which has handled Chrysler in Australia since 2001, revealed in December that it wouldn’t participate in the local review as it felt it had little chance of retaining the business following BBDO’s fate in the US.
Clemenger’s contract with Chrysler ends on 26 January, with Leo’s taking up the business on 1 February.
Craig Bradshaw, general manager marketing and Product, Chrysler Australia, said: “We have completed a comprehensive search and have selected Leo Burnett to communicate our message.”
Melinda Geertz, CEO, Leo Burnett Melbourne, said: ““We’re excited to build a partnership with Chrysler Australia. They have such iconic brands – and we see a very interesting future for them as they leverage their strategic relationship with Fiat.”
