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CHRYSLER REINVENTS MEDIA-BUYING PROCESS

 HIGHLAND PARK, Mich., May 7 /PRNewswire/ -- Process-redesign, the technique applied by Chrysler to every area of car and truck design, engineering and manufacturing, has now been applied to the way the company buys advertising time and space. "Process-redesign has become the way of life at Chrysler, and Marketing has extended the effort to every facet of our business, including our interactions with our agency partners," John B. Damoose, Chrysler vice president - Marketing, said.
 Chrysler announced today the formation of a single, stand-alone media company, consolidating the planning, buying and placement needs of all three divisions -- Chrysler-Plymouth, Dodge-Dodge Truck, and Jeep- Eagle, as well as Corporate advertising.
 The new organization will be a wholly owned subsidiary of BBDO North America, and will be headquartered in a separate facility in Detroit. Its operation will be monitored by a unique executive committee consisting of senior management representatives from Chrysler Marketing and the three advertising agencies, BBDO North America, Bozell, Inc., and CME-KHBB Advertising. "This will ensure that brand integrity is maintained for each division throughout the media planning and buying process," Damoose said.
 "This will be the premier automotive media-buying agency in the U.S., staffed by the very best and brightest people we can find from our current agencies and elsewhere, and all dedicated to serving Chrysler," Damoose said.
 "We're very excited by the prospects, and view this change as a long-term competitive edge. By unbundling the whole transaction process for buying advertising time and space, and examining every aspect, we've discovered ways to shorten the lines of communication, increase the flow of information and speed the decision-making process. Along with that newfound efficiency and responsiveness, the consolidated operation will enjoy the buying clout of the entire media budget.
 "Although the consolidation of separate, duplicative operations results in significant dollar savings, the long-term advantages are where the real value lies. At the same time, the Chrysler brands and their respective agencies will be freed up to concentrate on brand positioning and strategy, and on the creative process."
 All three Chrysler advertising agencies submitted proposals aimed at accomplishing a consolidation of media-buying efforts. After some seven months of study, one plan was determined to best fit the Chrysler vision, Damoose said.
 "There are truly no winners or losers here. This is simply a new way of buying media, and it's very much in keeping with doing business with the new Chrysler," Damoose said. "If anything, we've enhanced the value placed by Chrysler on our on-going relationships with all three agencies, by allowing them to focus all of their creativity and energy on distinctive brand strategy and creative executions."
 Staffing and day-to-day operation of the new media agency will be the primary responsibility of BBDO. Initial staffing is expected to begin immediately, with a start-up target of mid-July.
 -0- 5/7/93
 /CONTACT: Jim Crawford of Chrysler, 313-252-8794/
 (C)


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

ML-DH -- DE003 -- 5810 05/07/93 09:05 EDT
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Publication:PR Newswire
Date:May 7, 1993
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