CHRYSLER TO SPONSOR ED MACMAHON TALENT SHOW

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DETROIT (AdAge.com) -- DaimlerChrysler's Chrysler Group, Auburn Hills, Mich., is now the exclusive title and car sponsor of syndicated TV's Ed McMahon's Next Big Star talent competition.

Terms of the deal weren't disclosed.

The automaker will air a pair of 30-second spots for its Jeep, Chrysler or Dodge brands during the weekly, hourlong Sunday broadcasts on PAX TV for 52 weeks.

The deal includes vehicle displays at local auditions and promotional sweepstakes across the U.S. as part of a bus tour.

Chrysler started searching for more integrated marketing earlier this year under a new marketing regime. Omnicom Group's PentaMark Worldwide, Troy, Mich., handles Chrysler.

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