AgencySpy has learned that Global Hue is no longer handling the launch of the 2011 Jeep, Chrysler Group LLC confirmed today. Global Hue won the business last September, and produced a campaign for the brand bearing the tagline “I live. I ride. I am. Jeep.” But Chrysler has shifted the forthcoming launch of the 2011 Jeep Grand Cherokee to Wieden + Kennedy, claiming Global Hue has too many responsibilities to handle the project. Per a statement from Chrysler Group LLC:
As multicultural segments become more important for Chrysler’s success in the U.S. market, GlobalHue will lead all multicultural strategies for Chrysler, specifically for Dodge, Ram Truck and Jeep brands. Due to this increased responsibility for GlobalHue, Wieden+Kennedy will develop the creative for the marketing and advertising for the launch of the all-new 2011 Jeep Grand Cherokee. GlobalHue will remain the Lead Agency for the Jeep Brand.
Each of our four agencies will continue to work as the lead agency for each of their respective brands.
We hear other factors may have been at play. Word on the street is the agency’s creative team prepared a campaign but Chrysler did not buy it. Such a change is not surprising given the automaker’s practice of breaking up ad-related projects among multiple agencies, even down to specific brands like Grand Cherokee.
Wieden already handles Dodge car products.