Chrysler results will be predictable

Tom Dougherty, CEO – Stealing Share

7 July 2010

Chrysler just keeps doing the same old thing

It never ceases to amaze me how smart people continue to look for solutions in the same location where they found failure the last time they looked. Chrysler has invited agencies to pitch its business since the departure of agency of record Fallon. “Chrysler is reaching out to its roster shops and beyond for ideas in an effort to replace Fallon, which has severed ties with the automaker after it was awarded General Motors’ Cadillac brand,” a source said.

“Think about this. Chrysler is having agencies pitch its business and it expects a different and better result than last time it went through this exercise in futility.”

Chrysler results

Chrysler results speak to trouble and you would think that they would figure out that “creativity in advertising” was not the answer to their problem.

Think about this. Chrysler is having agencies pitch its business and it expects a different and better result than last time it went through this exercise in futility. If it hired Stealing Share to fix its problem, we would work on the strategic brand-messaging solution for months.  It is what we do and is our area of expertise. By the way, we charge for it and don’t do it on spec because its value is almost immeasurable. Chrysler will absolutely get what it paid for. Executing the solution is where they need the creativity of the agencies.

The headline of the article I cite is “Chrysler Reaches Out.” In reality, it should have been “Chrysler Reaches Back In.” That is the definition of insanity: Doing the same thing and expecting a different outcome.

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