Integrated marketing will play a larger role in BBDO activities on Chrysler's behalf. Video gaming, for example, is an important part of the agency's long-term plan to promote Chrysler vehicles.
Cross marketing with other large Omnicom clients, such as Pepsi, is a possibility. A focus on product will be the top priority.
"The burden is now on us to make the creative as interesting as the cars," Garcia says.
In the short term, Garcia says Chrysler will get most of BBDO's attention.
"Over the next six to 12 months," he says, "you're going to see a regenesis of that brand in the advertising - the passion that should exist in this brand."
Topolewski says the direction of Chrysler's message might change.
"We need to infuse some of the swagger that Chrysler needs," he says. "The cars are speaking for themselves, but we can even plus that up by having that swagger and instilling that confidence, that risk-taking attitude."
Instead of stressing products, recent Chrysler group advertising has emphasized celebrities (for example, the unsuccessful Celine Dion campaign) and strained the barriers of good taste (for example, the 2003 commercials filled with sexual innuendo and staged at a men's room urinal).
Product attributes had too little emphasis, they said. New ads will stress those attributes and attempt to reflect Chrysler's confidence in its products.
BBDO Detroit laid off about 100 employees in May as part of a cost-cutting effort. Garcia says he expects no further layoffs.