Jeep puts creative account out to pitch
Automotive brand Jeep has put its creative account out to pitch, Mumbrella can reveal.
The account is currently with Cummins & Partners, which has held it since 2011 when the agency was known under its former name CumminsRoss.
Cummins & Partners is the agency that coined Jeep’s iconic tagline ‘I bought a Jeep’, which appeared in multiple renditions of its advertising from 2013.
Most recently, Cummins & Partners produced a campaign that positioned the Jeep Wrangler as an aspirational car that a child dreams of, as opposed to the boring, beige minivan that represents what many adults settle for.
Kevin Flynn, Fiat Chrysler Australia’s managing director and CEO, said in a statement to Mumbrella: “Now is a great opportunity for Jeep to partner with one of Australia’s best creative agencies to challenge the status quo and work closely with us in what will be a very exciting 2020 and beyond.”
In June 2012, CumminsRoss expanded its remit with Fiat Chrysler – the parent company of Jeep – to pick up the creative accounts of Fiat and Alfa Romeo.
Mumbrella has contacted Cummins & Partners for comment.
There is a great saying that nothing kills off a bad product faster than good advertising.
Jeep is living testimony to that. Cummins did a fantastic job on the brand only for the product to run up a litany of faults and service issues.
Now, client Flynn hands out an unnecessary backhander by saying “Now’s a great opportunity to partner with one of Australia’s best creative agencies….”
You had one, Mr Flynn.
Stupidest thing Jeep AU ever did was drop ‘I bought a Jeep’. Massively successful campaign both culturally and commercially, which has sadly been lost because the marketing team wanted something ‘new’ even though the customer and public loved it.
I wonder if the IP’s for The Cynic and Cal are similar?
I simply cannot imagine many people scrutinising the release to find such a subtle ‘unnecessary backhander’.
Agree with Cal
[Edited under Mumbrella’s comment moderation policy]
Nope, I agree with Cal.
Tasteless and unnecessary quote at worst, poorly worded at best.
For Thinkerbell then?
“I bought a Jeep”
“We’re gonna need a bigger boat”
Bring back these adds instead of the 3 year free service ads.
My suggestion for new ads would be to push the petrol Grand Cherokees and Cherokee V6 towing big caravans and boats with “Jeep, no need for D.P.F.”
With video of Jeep towing caravan/boat accelerating over 1/4 mile drag trip.
“I bought a Jeep”
“We’re gonna need a bigger boat”
Bring back these ads instead of the 3 year free service ads.
My suggestion for new ads would be to push the petrol Grand Cherokees and Cherokee V6 towing big caravans and boats with “Jeep, no need for D.P.F.”
With video of Jeep towing caravan/boat accelerating over 1/4 mile drag trip.
Thanks for your very insightful contribution.
Have to agree with both. Looks like the decision making at jeep is as bad as their product.
@Portnoy
Not sure what you’re imtimating, but C&P was the strategic and creative agency. I worked on the business …and the Media of which you speak was handled by Maxus.
The now Thinkerbell people worked on the later…less spectacular stuff on Jeep ..so get your facts and history in order.
Thanks Rod.
And……’I bought a Jeep’ was written by Steve Callen.
You get your opinions of Jeeps from where?
…if Thinkerbell tipped Mumbrella off about this. Anyone sign an NDA?
No. They did not tip us off.
Vivienne – Mumbrella
I read all this and find It horrible journalism.
Shame Mumbrella
New catch phrase
“We got the bigger boat”
I was in the redundancies in July when they lost Tourism Western Australia and Specsavers. More redundancies now?
[Edited under Mumbrella’s comment moderation policy]
Otherwise I can’t see why anyone else would label this ‘mischief’ or ‘horrible journalism’? Any account that is up for pitch is typically reported on as soon as the trade press hear of it, as has been done here, only more often with significantly more salacious details than what’s been included in this story.
The only slightly distasteful part is the insensitive quote from the client (who I’m sure is already regretting it, having no doubt been inundated with interest from “Australia’s best creative agencies” over the past 24 hours).
This piece plays a perfectly straight bat reporting the facts and that’s it. Bog-standard journalism reporting a bog-standard story as far as I can see.
That said, I do hope Cummins can retain the basis. Otherwise that would indeed be a shame Sean.
Totally agree. Idiots.