While General Motors assigns its mainstream ad agencies to handle much of its advertising aimed at minority consumers, other automakers use their minority or multicultural agencies to create ads for the general market.
GM, the largest U.S. auto advertiser, increasingly relies on its general agencies and their minority arms to craft ads for minority audiences. But many of GM's competitors say they are moving in the opposite direction.
In the early days of diversity marketing, multicultural agencies adapted mainstream creative work, said Steven Landry, Chrysler LLC's executive vice president of North American sales.
Today, Landry said, advertising created by multicultural agencies produces healthy competition among all agencies that hold Chrysler accounts.
"The creative I have seen from GlobalHue in the past six months has been some of the best creative that we have," Landry said in a September interview. GlobalHue, of suburban Detroit, is Chrysler's multicultural ad agency.
"I believe some of it better fits the mainstream or can be extended to the mainstream as well as the diverse audience that GlobalHue usually goes after," Landry said.
GlobalHue developed a multicultural ad campaign for the 2007 Jeep Compass crossover that featured bobblehead dolls. Jeep used the work on the $75 million ad launch of the Compass, bypassing its longtime general ad agency, BBDO Worldwide.