CIA bids for 1bn DaimlerChrysler prize

CIA Medianetwork has emerged as the secret ally of Bozell Worldwide as it squares up against Omnicom-owned PentaCom and GMFO for the media business of newly merged DaimlerChrysler.

It is understood that no formal pitch has so far taken place, but presentations from all sides were made last week in New York. It is increasingly apparent that the combined 1bn global business is up for grabs. The US account alone is worth $1.46bn (800m).

For CIA, a tie-up with Bozell and a win of the magnitude of the DaimlerChrysler account would cement the media network’s presence in the US. But PentaCom is effectively the incumbent on the account. It handles almost all the media buying for Chrysler across North America, by far the larger part of the combined business.

CIA and Bozell already each own 50 per cent of BJK&E in both the UK and France. BJK&E handles the Chrysler business in the UK and Bozell handles it in up to 50 markets outside the US. Daimler’s Mercedes business is handled through Mediapolis in the UK and Lowe & Partners/SMS in the US.

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