Chrysler is looking to rebuild its brand as great car maker, and it is looking for a new digital partner to help it do so. The automaker has issued an RFP for long-term interactive duties and a social media project, and Sapient, AKQA, and Razorfish are all in the mix, along with incumbent Organic, Ad Age reports.
Razorfish is only pitching for the social media project, as the agency already handles digital marketing for Mercedes-Benz. Chrysler has had very little social media presence so far, with a few Facebook pages for its vehicle brands (Dodge Ram, Jeep, and Chrysler) as well as a small Twitter presence.
The RFP could also signal the full termination of relations with Omnicom, which owns incumbent digital agency Organic. Omnicom Group's BBDO Detroit previously handled all of Chrysler's creative, but those duties are now split among three different agencies for its three brands. BBDO will shutter its Detroit office early next year.
