Chrysler Taps Media Agency for Social as Turf Wars Continue

IPG Mediabrands' UM Has Supported Chrysler's Media Business Since 2009

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After years of working with social media specialist shops, Chrysler is moving its global social business to its media agency group, IPG Mediabrands, according to a memo to staff at the agency.

The automotive giant has tapped the media agency network to support social strategy, creative, analytics, and community management across eight Chrysler Group brands globally, including Chrysler, Jeep, Dodge, Ram and Fiat, the memo said. The account will sit within Mediabrands Publishing, a year-old content division meant to "help brands act like publishers."

Social shop Ignite took over the Chrysler account in 2011, after an employee at Meredith Xcelerated Marketing's NMS accidentally fired off an f-bomb tweet from Chrysler's Twitter handle. At the time, North Carolina-based Ignite said it would hire as many as 40 new staffers to support the account.

The move to IPG Mediabrands now is a telling shift. Marketers are trying to figure out which type of agency can best support their online content and social business -- an area in which creative, media, digital and PR shops are all building capabilities.

"This win is a testament to how our network is able to constantly evolve to help meet our clients' business demands," Mediabrands CEO Matt Seiler said in the memo.

Chrysler hired UM, one of three media agencies that sits within Mediabrands, in 2009, to support its media buying and planning business.

Other Mediabrands Publishing clients include Charles Schwab, Merck and Sony.

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