Chrysler announces UM as agency of record

Chrysler Group has announced that UM will be the company's new agency of record for media planning and buying for the Chrysler, Jeep, Dodge and Ram brands in the US, Canada and Mexico. The appointment is effective immediately.

UM is a global media communications agency for Coca-Cola, ExxonMobil, Johnson & Johnson, MasterCard, Microsoft, Sony, Bacardi, L'Oreal and UPS.

The announcement comes as the contract with the company's current media buying agency, PHD, ends in January 2010. The two agencies will work over the next two months to ensure a smooth transition.

With the new agency, media buying and planning will be primarily run out of Detroit with the support of offices in New York and San Francisco. The scope of work covers traditional and digital media. In addition to media buying and planning, UM will also be tasked with supporting Chrysler's retail marketing initiatives.

"As a new company with a brand-driven focus, we are looking for agencies that can deliver unique ideas and solutions to help us better communicate with consumers," said Olivier Francois, president and CEO, Chrysler brand and head of marketing, Chrysler Group LLC.

"These changes will allow Chrysler greater efficiencies and flexibility in the use of its media across all four brands and at the retail level."

In addition, Chrysler also announced that Meredith Integrated Marketing will manage CRM initiatives for both the US and Canada.

Chrysler already shares an existing relationship with Meredith, which acts as a custom publisher for the automaker. The team supporting Chrysler will be primarily based in Detroit.