The Chrysler group's field reorganization means , PentaMark Worldwide, a division of BBDO Worldwide, which still is going through organization pains after winning the Chrysler group's global advertising business in November.
'PentaMark will need to transition again to parallel our new organization, so that we have a bigger voice in terms of creative work and production on a regional basis,' said Thomas Barenboim, secretary of the executive committee for the Chrysler-Jeep dealer advertising association. The executive committees of the Dodge and Chrysler-Jeep dealer advertising associations will be the dealers' voice at the regional level.
'It will take much more effort on the part of the agency to be consistent with the regional messages,' Barenboim said. 'They'll have to run five separate commercials seasonally: By models and brands, by region.'
He said the amount spent will vary by region, as will which media get the ads.
PentaMark executives did not return phone calls last week.