CONTENDER PULLS OUT OF CHRYSLER REVIEW

Was Only 100% Minority-Owned Group Chasing $40 Million Urban Marketing Account

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NEW YORK (AdAge.com) -- One of the five finalists for Chrysler Group's estimated $40 million urban marketing account has pulled out of the review on the eve of going to Detroit for the next round of presentations.

Entirely minority owned
The alliance, dubbed Cooperative, the only contender made up of entirely minority-owned agencies, sent Chrysler a fax today saying it is withdrawing from the review.

An executive from one of the Cooperative agencies said, "It wasn't the right fit."

The Cooperative agencies are A Partnership, an Asian-American shop; LaFina Creativa, a new Hispanic-specialist subsidiary of ConceptFarm; and PFI Marketing, an African-American agency.

NYC visit
Chrysler visited

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New York-based contenders April 30, and the agencies were due to visit Detroit on Monday.

Still in the review are incumbent GlobalHue, partly owned by Interpublic Group of Cos., and three alliances. The alliances are:

  • Array, made up of African-American agency Footsteps, New York, and HispanAmerica, New York, both of which are part-owned by Omnicom Group; and Admerasia, New York, an Asian-American agency aligned with Bcom3 Group's multicultural holding company Pangea last October.

  • 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; and Osmosis Media Lab, New York, a gay and lesbian agency.

  • SIP: Hispanic agency Publicis, Sanchez & Levitan, Miami; Imada Wong Communications Group, Los Angeles, an Asian agency partly owned by Interpublic; and gay specialist Prime Access, New York.

A decision is expected by June 1.

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