Chrysler names Ignite its social media agency

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Five months after an employee of Chrysler’s previous social media agency –New Media Strategies (NMS), dropped the F-bomb in a derogatory tweet about Detroit, Ignite has been named its social media agency of record.



Chrysler makes Ignite official social media agency of record.

The employee tweeted: “I find it ironic that Detroit is known as the #motorcity and yet no one knows how to fu#@#! drive”, and within 24 hours Chrysler announced it would not renew the NMS contract, and employee was fired. Chrysler was perhaps not able to turn the other cheek over this incident because not only did the tweet contain the F-bomb, it disparaged Detroit, a city Chrysler had showcased in its “Imported from Detroit” Super Bowl ad featuring Eminem.


Despite the strange turn of events caused by the employee’s wayward tweet, there do not seem to be any hard feelings between Chrysler and NMS. Chrysler invited NMS to take part in its review of social media agencies, and NMS accepted.


NMS CEO Pete Snyder said: “We respect Chrysler greatly and wish them well as they continue one of the biggest business turnarounds in recent memory.  We loved working with them and, quite simply, are a better company because of Chrysler.  We remain dedicated to the city of Detroit and to the resurgence of the automotive industry. “


Raleigh based Ignite calls itself the “original social media agency” and boasts clients like Nike, Microsoft, Samsung, and UNICEF.  In a blog post on its website today, Ignite said it is getting ready to handle its account with Chrysler and has already hired 40 people. Ignite will manage social media programs for the company’s Chrysler, Dodge, Ram Truck, Jeep, and Fiat brands.


President and CEO of the Chrysler brand, Olivier Francois seemed to be making a subtle reference to the turn of events with NMS in his statement announcing Ignite’s assignment. “Carried out in the right manner, social media can engage the consumer to the point where they want to not only participate in the conversation but to lead it and encourage others to do the same.”


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Author: David John Walker

Dave has a B.A. in Mathematics, loves writing and reading about the latest developments in technology and social media, and has been working as a freelance writer for five years.

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