Chrysler this week will hear presentations from several ad agencies pitching its Chrysler, Dodge and Ram Truck accounts.
The task given to the agencies was the following: Give the company a plan and creative ideas for the fourth quarter with an eye toward re-positioning the brands long term. The agencies that win will literally be in commercial production this coming weekend.
For Chrysler brand, the agencies were told to concentrate on the Town Country minivan and 300 sedan. For Dodge, they were told to hone in on Charger and Journey.
The dictum for Dodge was to position the brand around an idea of “Modern American Performance.”
For Chrysler, it was trickier. There was a thought and direction conveyed to agencies to position the car upscale above Buick and Lincoln to compete with Caddilac and Lexus.
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