NEWS: Bozell nets Chrysler UK comeback

Chrysler is moving back into the competitive UK car market after an absence of 14 years and has handed its incumbent agency, Delaney Fletcher Bozell, pounds 6 million worth of advertising for two new marques.

Chrysler is moving back into the competitive UK car market after an

absence of 14 years and has handed its incumbent agency, Delaney

Fletcher Bozell, pounds 6 million worth of advertising for two new

marques.



The new models, the Neon and the Voyager, are due to reach dealers in

June and October, respectively. They will be the first non-Jeep launches

in the UK since Chrysler re-entered the market in 1992 with its Cherokee

and Grand Cherokee Jeeps.



Delaney Fletcher has handled advertising for the Jeep side of Chrysler’s

business in the UK since that time. The new assignments will effectively

double the value of the Chrysler account to pounds 12 million.



Advertising for both marques will break in the summer and the agency’s

task will be threefold. First, it must establish Chrysler as an

authentic American car company, building a presence in the UK after a

lengthy absence. Part of this task will involve reassuring prospective

buyers that there is a comprehensive network of dealers already in

existence. All Jeep dealers are now dual branded with the Chrysler name.



Second, Delaney Fletcher has been briefed to establish a clear identity

for the Neon, a family saloon, in a highly competitive market. Finally,

the brief for the Voyager, a people carrier, is to persuade buyers not

to buy a similar style car from Chrysler’s competitors, such as the Ford

Galaxy, but to wait for the imminent launch of the Voyager.



Delaney Fletcher’s managing director, Mark Lund, said: ‘Like the Jeep

Cherokee, both products have practical strengths, which provide a great

platform for ads.’



Delaney Fletcher’s parent agency, Bozell Worldwide, handles the Chrysler

business globally. Chrysler recently ran Delaney Fletcher’s UK launch

campaign for the Grand Cherokee throughout Europe.



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