Chrysler brand selects new advertising agency

Melissa Burden

Fiat Chrysler Automobiles NV’s Chrysler brand has a new advertising agency, the automaker confirmed Wednesday.

Goodby Silverstein and Partners, based in San Francisco, is the Chrysler brand’s new advertising agency of record, a Fiat Chrysler spokeswoman confirmed.

The Chrysler brand parted ways with the Wieden and Kennedy agency in March and had been working with multiple agencies since. The Wieden and Kennedy agency also previously did work for the Dodge brand.

Wieden and Kennedy had been responsible for creative ads since 2010 for Chrysler, including Super Bowl spots with Eminem and Clint Eastwood. The agency was behind ads such as the 2011 Emmy-winning “Born of Fire” with Eminem that debuted the “Imported From Detroit” tagline and the 2012 follow-up “Halftime in America” with Eastwood.

The Fiat Chrysler brand has no advertising agency of record and work is spread for the automaker’s brands with several agencies. Alfa Romeo is working with a number of companies but has no official agency; Dodge’s agency is GSD&M in Austin, Texas; Fiat is with FCB; Jeep, DDB Chicago and Ram with The Richards Group.

Fiat Chrysler’s Global Chief Marketing Officer Olivier Francois has been known to work with multiple agencies for creative work and not rely exclusively on one agency.

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