The Chrysler group bypassed its longtime advertising agency when it assigned the creation of national TV commercials and print ads to launch the 2007 Jeep Compass. The automaker's multicultural ad agency got the job instead.
BBDO Worldwide traditionally has created mass-market advertising for the Jeep, Dodge and Chrysler brands. It has worked with Chrysler virtually without interruption since 1944.
But Jeep awarded the national creative work for the Compass campaign to GlobalHue, of Southfield, Mich. The agency previously developed smaller ad campaigns aimed at minority audiences. The Compass ads will target mass and minority audiences at the same time, Jeep says. That's a first for Jeep.
Jeep is spending an estimated $75 million to launch the Compass. The campaign's TV commercials begin airing today, July 31.
Jay Kuhnie, director of Jeep communications, says BBDO is the lead agency on the Compass account. Its responsibilities include media buying, online advertising and event coordination for the Compass launch, he says.
Both BBDO and GlobalHue are doing creative work for other Jeep launches, Kuhnie says. "I don't want anyone to read anything into" the Compass ad decision, he told Automotive News.
BBDO spokesman Roy Elvove says his agency has a "great" relationship with the Chrysler group. "It is always about what is best for the brand," he says. "It is not about who does what."