Chrysler Group Retains GlobalHue as its Multicultural Agency

AUBURN HILLS, Mich., July 26 - DaimlerChrysler announced today that GlobalHue has been retained to handle the auto company's multicultural marketing account. After putting its multicultural business up for review four months ago, DaimlerChrysler reviewed 13 bids from 24 agencies invited to compete for its business. In early May, five semifinalists were selected to present proposals for the account, three moved to the final competition. GlobalHue emerged as the winner.

"We were very impressed with the work of all five agency alliances that reached the semifinals -- Array, Cooperative, GlobalHue, SIP and Urban Powertrain," said George Murphy, Senior Vice President, Global Brand Marketing, DaimlerChrysler. "They all understood the need to attract a multicultural customer base with campaigns that connect with all cultural groups."

"Our objective during this process was to find an agency to develop national advertising campaigns to connect with the multicultural community and local marketing efforts that our dealers nationwide can use in their hometowns to attract specific cultural groups," said Murphy.

"During this review, GlobalHue's capability to deliver unique campaigns that reflected the personality of the Chrysler, Jeep® and Dodge brands was a key factor in winning this account," said Murphy. "We look forward to them building on this high level of expertise going forward."

Said Don Coleman, Chairman of GlobalHue, "We began working with Chrysler Corporation in 1994 with a focus on the importance of diversity marketing. With this review, the Chrysler Group challenged us to step up and expand our focus and address the new opportunities of multicultural and urban marketing. At GlobalHue we seized the opportunity to rededicate ourselves to meeting the needs of this great company, with programs and initiatives that are second to none. I congratulate everyone on the team. We all look forward to our future with the Chrysler Group."

GlobalHue is one agency, comprised of the former: Don Coleman Advertising, Montemayor y Asociados and Innovasia. Bragman and Associates is aligned with GlobalHue. They have offices in Southfield Mich., New York, Miami, San Antonio and Los Angeles. The company will handle Chrysler, Jeep® and Dodge advertising and customer relationship marketing events targeted to the African-American, Hispanic-American, Asian-American and Gay, Lesbian, Bisexual and Transsexual markets.