Chrysler names agency for incentive

Agency DBMT has won the brief for The Chrysler Group’s third-quarter sales manager incentive, following a two-way pitch. The automotive group – which includes brands such as Dodge, Jeep and Chrysler – was part of Daimler-Chrysler until the recent confirmation of its acquisition by Cerberus Capital Management. Taking in internal marketing and event logistics, the agency has been asked to create a programme that rewards all sales managers that hit their targets. This marks a move away from incentives that recognise a set amount of high achievers with individual rewards, which the marque has focused on in recent years. “We were asked to create a tactical programme that drove business hard but was achievable,” said DBMT managing director David Bottrill. “This is the first time Chrysler has done a large group incentive for some time and it wanted it to involve all the dynamics that that a shared group experience brings. It also provides Chrysler executives with invaluable opportunities to network with dealers.” Bottrill forecasts that the partner programme will see a group of around 140 taken to London from November 30 to December 2. Staying at Kensington’s Millennium Gloucester hotel, the first night will see the group dine at top-end Chinese restaurant Hakkasan before attending the musical We Will Rock You. A surprise event involving exclusive use of one of London’s landmark venues follows early on the second day, before a fleet of Routemaster buses arrive offering tours of the capital and then drop-offs for exclusive trips on the London Eye. That evening takes in a luxury dinner and dance cruise on the Thames, while the final day offers lunch at Harrods followed by shopping options. The pre-event marketing programme includes email blasts running until the qualification process is complete at the end of September and a teaser-style gift is also to be sent out to Chrysler Group’s UK dealerships.

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