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Jeep’s new ad agency and other FCA swaps

by Bill Cawthon on

FCA is jumping ship — several ships, in fact, as it changes ad agencies for most of its brands.

Advertising Age reported that Jeep has moved from Global Hue to BBD Chicago, which produced the “4X4Ever” Super Bowl spot.


BBD Chicago also produced the “If Emotion Made A Car” commercial for the Alfa Romeo Guilia Quadrifoglio. Alfa Romeo had been working with the Donner Company and the Richards Group.

After six years, FCA has split with Wieden + Kennedy, the lead agency for Chrysler and Dodge; they will continue to finish some projects already in the works.  The Richards Group will continue to be the lead agency for the Ram brand, but Fiat is moving to FCB Chicago.

Changing agencies is not uncommon, even when they have done good work and have enjoyed a good relationship with the client. Advertisers look for fresh viewpoints, and new ideas and agencies look for new business that might have conflicted with the former client.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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