BOZELL AT 75;UNDERSTANDING OF CARS GETS HIGH MARKS;CHRYSLER EXEC RECALLS REVAMP

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Our association with Bozell goes back to 1979, when Lee Iaccoca had just joined Chrysler. They've been with us through the bad times and the good times, and we have a tight marriage. I think their strongest point is strategic thinking. They understand our business through and through. They understand what we've been through and where we're trying to go. They understand the message we're trying to communicate.

Some of the best work they did for us was the corporate campaign a few years ago, when Chrysler had basically reinvented itself, scrapping all former car and truck lines and coming out with the new minivans and new sports models. Bozell did a series of commercials that showed the new product lines, talked about our new technology center, talked about some of the investments we were making in plants, about our new organizational structure.

I'm also very happy with the Plymouth campaign they're doing for us right now.

We recently relaunched a Plymouth brand campaign-the first in several years.

FUN, LIGHT

It's a multimedia effort, geared to a younger audience, and it's fun, light, yet still has a product message to it.

Another of their excellent creative efforts was the "Snow-covered" Jeep commercial, which won the Grand Prix at Cannes in 1994.

However, they don't create commercials simply to win awards. They create campaigns to be consistent with the image we're trying achieve for our products and brands.

Overall, Bozell has very good people. We feel they are dedicated to us and interested in seeing Chrysler succeed.

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