The first phase of the all-print effort, created by Springer & Jacoby UK, London, will tout the carmaker's corporate pillars of strong global brands and broad product range. The second phase of ads will focus on technological and innovative leadership.
"We want to show DaimlerChrysler's potential for shaping the automotive world," a spokesman in Germany said in a statement.
The automaker's last global campaign was in the fall of 1998 to announce its acquisition of now-defunct Chrysler Corp. by Daimler-Benz, which was dubbed a "merger of equals." The theme of that all-print effort was "Expect the extraordinary," which had a similar target audience.
DaimlerChrysler executives at the time said the marriage would result in multibillion-dollar efficiencies. But the marketer's fortunes and stock price have skidded and haven't met expectations.
The marketer said late last month that the Sept. 11 attacks could hurt its target of a 2001 operating profit of at least $1.1 billion.
Springer & Jacoby, Hamburg, teamed up with FCB Worldwide, Southfield, Mich., then part of True North Communications, for that push.