Publicis’s mandate is to fashion all ads and commercials for the automaker here while its U.S. parent chose four different agencies, one for each brand – Dodge, Chrysler, Jeep and Ram Truck.

Olivier Francois told The Windsor Star that the automaker wanted separate agencies to create separate identities for each brand, something it felt it could get by hiring one agency.

Fallon, a Publicis-owned shop, will handle the Chrysler brand.

No reason was given why the same was done here.

The agency says it will add staff in Windsor, Ont., replacing some of the 80 jobs lost when Chrysler replaced its former agency BBDO.

With files from The Windsor Star.