Goodby Silverstein & Partners Wins Lead Creative Duties on Chrysler

Wieden + Kennedy led brand for 6 years

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Fiat Chrysler Automobiles has named Goodby Silverstein & Partners as the new lead agency on its largest brand, Chrysler.

A company spokesperson confirmed that GS&P will be agency of record for the Chrysler brand moving forward but declined to elaborate on the relationship.

The news comes more than nine months after the carmaker announced that it would be ending its 6-plus-year relationship with Wieden + Kennedy Portland, which made a series of iconic ads for various FCA brands, most notably the 2011 Chrysler 200 Super Bowl spot starring unofficial Detroit spokesperson Eminem and "Halftime in America," which starred Clint Eastwood and aired during the following year's game.

FCA, which aired two Jeep ads during Super Bowl 50, has made a series of changes to its agency roster in 2016.

Early in the year, it named DDB and FCB as its two newest agency partners, later assigning lead creative duties on the Jeep brand to the former shop and subsequently naming GSD&M as the winner of the Dodge review.

GS&P's first work for the brand will debut sometime during 2017. According to Kantar Media, FCA spent $179 million on paid media for the Chrysler brand in 2015 and $78.6 million during the first half of 2016.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.