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Ford replaces WPP with Omnicom Group’s BBDO as its lead creative partner

WPP, which was associated with Ford for more than 75 years, will now be responsible for activating the Ford brand through key channels and regions, through GTB as well as other WPP agencies. Wieden + Kennedy joins as the innovation partner for specific projects

Ford has named BBDO its global creative advertising agency and announced Wieden + Kennedy as a creative and innovation partner for specific projects.

After being the lead agency for the brand for almost seven decades, WPP retains activation for Ford — including media planning, media buying, shopper and performance marketing, website development, customer relationship marketing as well as multicultural and Tier 2 dealer advertising.

BBDO begins transitioning to its new role on November 1, 2018, working closely with Ford’s team of ad agencies and company marketing experts.

Ford also is creating more than 100 new in-house global marketing positions tied to brand design, media tools, technologies and partnerships as well as digital labs and customer experience.

The company is leaning heavily into emerging tools and technologies to personalise marketing communications and offers to in-market buyers, plus greater use of digital platforms.

“Ford already is one of the most recognised and respected brands in the world,” said Joy Falotico, Ford group Vice-President and Chief Marketing Officer. “In this pivotal moment of reinvention and transformation, we’re excited to partner with world-class creative agencies to unlock the full potential of the iconic Blue Oval.”

Ford’s re-evaluation of its global marketing and advertising strategy is part of the company’s work to improve its overall fitness and realise its ambition to become the world’s most trusted company, designing smart vehicles for a smart world.

The marketing redesign comes as Ford prepares to launch a raft of new products in the US and the world that will give it one of the freshest line-ups in the industry.

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