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CHRYSLER NAMES NEON CREATIVE TEAM

 HIGHLAND PARK, Mich., Aug. 27 /PRNewswire/ -- Chrysler Corporation (NYSE: C) announced today that BBDO will lead the creative team developing advertising for the launch of the new 1995 Neon subcompact car, which goes to market in January 1994 as both a Dodge and Plymouth model.
 Under an identical arrangement announced previously, Bozell, Inc. was chosen to lead the creative development for Chrysler's market- leading minivans.
 BBDO is the advertising agency for Dodge - Dodge Truck. Bozell, the agency for Chrysler - Plymouth and Chrysler Corporation, also vied for the Neon creative campaign.
 "In terms of strategic and creative development, Chrysler had the advantage, in this case, of two of the best agencies in the world focusing their energy and talent on a critical new product," said John B. Damoose, Chrysler Vice President of Marketing. "The competition for Neon was spirited, and I think both teams enjoyed the opportunity to really cut loose with some wonderfully creative ideas.
 "The result was two absolute home run concepts that just happened to clear the wall from different parts of the field. In the end, a committee that represented the entire Chrysler marketing and Neon platform team chose the approach that we think most closely defines what Neon is really all about, based in equal parts on our own best research, instincts and intuition.
 "No one has ever seen or driven a car as surprising as the Neon. Chrysler has never before had a vehicle designed and marketed specifically for this new generation of young buyers. Obviously, traditional advertising approaches are out. What's in, as you'll soon see, is revolutionary, dynamic, intelligent and just plain fun."
 While BBDO will develop the creative for all Neon advertising, both agencies will continue to collect billings for advertising placed by their respective clients. "We place extremely high value on all of our advertising agency relationships," Damoose said.
 "This was not an attempt on our part to take business away from anyone. Our future Neon customers told us they would view badge engineering as unnecessary baggage. Once we committed to a single product, we then needed to also find -- through teamwork -- the single best approach for advertising that product."
 Neon will be unveiled to the media September 7 at the Frankfurt Auto Show in Frankfurt, Germany, and simultaneously in eight U.S. cities. It will be introduced to the U.S. public at the Detroit and Los Angeles auto shows in January 1994.
 -0- 8/27/93
 /CONTACT: Jim Crawford of Chrysler, 313-252-8794/
 (C)


CO: Chrysler Corporation; BBDO ST: Michigan IN: AUT ADV SU:

SM -- DE005 -- 6551 08/27/93 10:39 EDT
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Publication:PR Newswire
Date:Aug 27, 1993
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