THREE REMAIN IN CHRYSLER REVIEW

Automaker to Brief Alliances Next Week

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NEW YORK (AdAge.com) -- Chrysler Group narrowed the field of contenders from four to three as the marketer enters the final phase of its $40 million-plus multicultural marketing review.

The Array alliance, made up of three New York agencies, has been dropped. The Array agencies were African-American shop Footsteps and Hispanic agency Hispan/America, both partly owned by Omnicom Group, and Admerasia, an Asian-American agency that is a non-equity member of Bcom3 Broup's Pangea multicultural holding company.

The remaining three

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alliances will be briefed next week and assigned a problem to solve. They will be given four weeks to develop strategic insights and a creative solution, said Jeff Bell, vice president of marketing communications at DaimlerChrysler Corporation.

Each agency will be paid $20,000 to cover costs plus expenses to travel to Detroit to present. The winner's work will run as a campaign.

The three finalists are:

  • Incumbent GlobalHue, Southfield, Mich., formed by the merger of Don Coleman Advertising, an African-American specialist, and sibling Hispanic-focused Montemayor & Asociados, San Antonio. Interpublic Group of Cos. holds a 49% stake in GlobalHue.

  • PASS Urban Powertrain, a 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 gay and lesbian agency Osmosis Media Lab, New York.

  • SIP, composed of Publicis, Sanchez & Levitan, Miami; African-American and gay and lesbian agency Prime Access, New York; and Imada Wong Communications Group, Los Angeles, in which Interpublic has a stake.

Mr. Bell said a decision, originally scheduled for June 1, will be made June 17.

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