GSD&M Wins Dodge Account

Omnicom Agency Selected as Lead Agency for Automaker

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Fiat Chrysler Automobiles has selected GSD&M as lead agency for Dodge after a review, according to people familiar with the matter. The Austin, Texas-based Omnicom Group agency will replace Wieden & Kennedy, which mutually parted ways with the automaker in early March ending a six-year relationship.

W&K was also lead agency for Chrysler and the automaker continues to evaluate agencies for that brand. For Dodge, the agency was behind campaigns such as "Dodge Brothers," which harkened back to the brand's founders John and Horace Dodge.

An FCA spokeswoman said there was nothing to announce at this time. GSD&M declined to comment.

While GSD&M will be Dodge's lead agency, the automaker could also pull work from other agencies, according to people with knowledge of the review.

The agency's new relationship with FCA marks a return to the auto category. Before the Dodge win, the shop has recently been involved in work for other FCA brands, according to people familiar with the matter.

GSD&M in 2009 was named BMW's global creative agency, which at the time was the agency's first global account. GSD&M and BMW parted ways the following year. Earlier in the 2000s GSD&M handled work for Land Rover.

FCA spent $205.8 million in measured media on Dodge in 2015, according to Kantar Media. Brand sales jumped 9.3% in the first four months of the year to 184,084 vehicles. The growth was led by Dodge's truck business, which surged 37.7% thanks to strong sales of the Durango SUV and Grand Caravan minivan.

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