CHRYSLER NARROWS MULTICULTURAL REVIEW

Incumbent GlobalHue Defends Against Four Alliances

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DETROIT (AdAge.com) -- Chrysler Group named five finalists for its estimated $40 million urban marketing review.

Incumbent GlobalHue, Southfield, Mich., has decided to defend the account. Interpublic Group of Cos. holds a 49% stake in the agency, which was formed by the merger of Don Coleman Advertising, an African-American specialist, and sibling Hispanic-focused Montemayor y Asociados, San Antonio.

The other contenders, who

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formed alliances at the client's request, are:

  1. Array, made up of all New York-based agency: Footsteps, an African-American specialist in which Omnicom Group holds a stake; Asian-owned Admerasia; and Hispan/America LLC.

  2. Cooperative, made up of entirely minority-owned agencies based in New York: A Partnership, an Asian-American shop; LaFina Creativa, a new Hispanic-specialist subsidiary of ConceptFarm; and PFI Marketing, an African-American agency.

  3. PASS Urban Powertrain: PASS, an independent partnership between Arnell Group President-CEO Peter Arnell and black recording industry executive Steve Stoute; Asian-owned L3 Advertising, New York; Hispanic specialist Cultura, Dallas, which is described by an L3 executive as a new unit of Grupo Samba; and Osmosis Media Lab, a gay and lesbian agency in New York.

  4. SIP: Hispanic-focused Sanchez & Levitan, Miami, in which Publicis Groupe has an interest; Imada Wong Communications Group, Los Angeles, and Asian agency in which Interpublic holds a stake; and gay specialist Prime Access, New York.
The automaker said it expects to make a decision by June 1.
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