After a pitch in Mexico City, Dallas based US Hispanic ad agency Richards/Lerma (part of the Richards Group) won the Chrysler de Mexico account. Richards/Lerma pitched against Y&R, Oveja Negra Lowe , Publicis Groupe’s Marcel and local shop Made. The incumbent, Leo Burnett, decided not to participate. Media, handled by UM, wasn’t part of the review. All five agencies were given the same assignment: to show how they would launch the all-new Jeep Cherokee.
The Richards Group already handles Chrysler’s Ram truck in the U.S., and Richards/Lerma took on the Ram business in Mexico two years ago, setting up a small 10-person satellite office in Mexico City, according to Ad age.
Ricards/Lerma will be handling Dodge, Jeep and Ram brands. The Ram business Richards/Lerma already handles accounts for about 17% of the total of US$ 30 million.
Apart from the economic significance of Richards/Lerma’s apppointment, having a U.S. based Hispanic agency handling the Mexico business of a major brand is quite unusual.