BBDO Worldwide Announces PentaMark(R) Structure
2 February 1998
BBDO Worldwide Announces PentaMark(R) Structure
Detroit-Based Marketing Communications Subsidiary Will Coordinate
BBDO Detroit, Ross Roy and PentaCom for Chrysler
DETROIT, Feb. 2 -- BBDO Worldwide today announced the next
step in the evolution of PentaMark(R), the subsidiary originally announced in
July 1997 and dedicated exclusively to service Chrysler Corporation .
BBDO Detroit, based in Southfield, Mich., handles all Dodge car and truck
advertising and all Dodge Dealer Association (DAA) advertising in the United
States. Ross Roy Communications, based in Bloomfield Hills, Mich., provides
integrated marketing services for all Chrysler's brands (Chrysler/Plymouth,
Jeep(R)/Eagle, Dodge) as well as for their dealers, and for Mopar, Five Star,
Chrysler Corporate and International programs. PentaCom, based in Troy,
Mich., is the unique media planning and buying entity for all of Chrysler
Corporate and Chrysler Brands' national advertising.
Tom Clark, Vice Chairman of BBDO Worldwide and President and CEO of
PentaMark, describes the new entity as "a separate senior management group
bringing together some of our best professionals to focus solely on
coordinating and managing our combined assets to help our client meet its
respective brand building goals. PentaMark is a new way of doing business in
a changing world."
Clark continued, "Marketing communications has and will continue to
experience enormous change. New technologies in direct marketing,
telecommunications and related areas offer us new opportunities to reach our
client's prospects and owners on a more targeted basis. This, combined with
the developing changes in consumer media viewing and reading trends, dictates
the need for new ways to manage our client's marketing communications
investment into the future."
Clark concluded, "Changes like these don't just happen. You have to
create and build a management structure to make the changes required. In
effect, this step will allow us to employ all our resources to help build for
Chrysler a unique database-driven resource to forge lifetime customer
relationships. We call it Customer Relationship Management (CRM)."
Jim Holden, Chrysler Corporation's Executive Vice President of Sales and
Marketing said, "As I said when BBDO first announced PentaMark, we believe it
is a positive step in Chrysler's efforts toward continuous improvement in our
marketing communications process."
BBDO Worldwide announced the following management structure of six Senior
Managers for PentaMark.
John Hammond and David Jones have been named Executive Vice President and
Managing Directors of PentaMark to ensure the full integration of brand and
dealer objectives and strategies. Hammond and Jones previously held the
titles of Executive Vice President at BBDO Detroit, for National and DAA
programs, respectively. Hammond has been with BBDO for 10 years, and Jones,
28 years.
"John Hammond and David Jones are two of the best agency account
professionals in the business," said Clark. "They will complement each
other's skills and experience to realize new levels of synergy in developing
and coordinating national brand and dealer strategic plans and programs within
the framework of Customer Relationship Management."
Four Group Senior Vice President/Portfolio Managers have been named to
support Hammond and Jones. They are: Michele White, Group SVP/Dodge Car
Portfolio Manager; Dave Rodriguez, Group SVP/Dodge Truck Portfolio Manager;
Don Scheich, Group SVP/Mopar, Five Star, CPOV Portfolio Manager; and Harold
Kobakof, Group SVP/Dealer Association Portfolio Manager.
White was previously a Group Senior Vice President and Account Management
Supervisor on all Dodge Car accounts at BBDO Detroit. She joined the agency
in 1983. Rodriguez was formerly BBDO Detroit's Group Senior Vice President
and Account Management Supervisor on Dodge Truck, and has been with the agency
for seven years. Scheich was previously Senior Vice President and Management
Supervisor at Ross Roy Communications. He joined Ross Roy in 1980. Kobakof
was Senior Vice President and DAA Management Supervisor at BBDO Detroit. He
joined the agency in 1982 and, after leaving the agency for another position,
rejoined BBDO in 1995.
BBDO Worldwide, with billings of $9.5 billion in 1997, ranks as the fourth
largest global agency brand with 245 offices in 72 countries. The agency was
honored at the Cannes International Film Festival in 1997 as "Worldwide Agency
of the Year," the first time a U.S.-headquartered agency has received that
honor. BBDO Worldwide is part of the Omnicom Group .
SOURCE BBDO Worldwide