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CHRYSLER REORGANIZING SPORTS DEPT; WANTS TO CREATE EVENTS
Published January 24, 1995
Chrysler Corp. may soon "complement its independent media buying unit Pentacom with a stand-alone special events group handling event and sports marketing for the Chrysler/Plymouth, Dodge and Jeep/Eagle divisions," according to a report by Jeff Jensen in this week's AD AGE. Separately, a Jeep sports marketing exec last weekend was expected to "pitch a cadre of marketers" -- including AT&T, IBM, Reebok and Visa -- about joining Chrysler in forming a syndicate to create "made-for-TV sports events." The group would also consider buying complete sponsorship rights and TV time offered by existing sports properties "that satisfy their marketing objectives." The proposed special events unit would handle those programs for all divisions and buy media for those events. "Such consolidation would lead to greater efficiency in the implementation of programs and more cross- promotion between divisions," writes Jensen. It is not clear whether this new division would be part of the company itself, i.e. Anheuser-Busch's Busch media, or be a separate entity. Different events that would be created could be similar to the current "Jeep King of the Mountain Downhill Series" of skiing events (AD AGE, 1/23).