Bye J Walter Thompson as Ford Sacks Global Marketing, Adds New Creative Agency and More In-House Workers

Auto Informed.com on 2018 Ford Motor Proxy

Money is getting tight as ambitions – and the need for survival – grow.

Ford is redesigning its marketing operations globally to elevate the struggling115-year-old brand. Ford today named BBDO as its lead creative agency; Wieden + Kennedy joins as innovation partner for specific projects; For the moment, WPP remains a smaller part of Ford’s multi-agency team, leading “activation.” wihc means WPP buys the ad space.

Ford also is creating more than 100 new in-house marketing positions tied to brand design, media tools and partnerships, and digital labs. Ford claims this new global marketing approach – is expected to yield $150 million in efficiencies annually. This only part of a series of actions that Ford’s in taking to become more profitable. More white-collar job cuts will assuredly follow.  

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“Ford already is one of the most recognized 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.”

Nonetheless, Ford Motor stock is mired in Wall Street mud, trading for less than $10 a share common.

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

The marketing redesign comes as Ford rushes to launch many new trucks and crossovers in the U.S. and the world that will give it one of the freshest lineups but not necessarily the highest quality in the industry.

Ford also is moving to flexible vehicle architectures. – This has been going on for more than 3 decades with “more common parts across models, cutting new product development time – from sketch to dealer showroom – and reducing costs. “Ever hear of Ford 2000? Divestors and stock speculators have.

Ford has launched a new Enterprise Product Line Management team” to meet emerging customer needs, drive top-line growth and maximize returns throughout the product portfolio – much like the company manages its industry-leading F-Series pickup and Transit van business.

BBDO begins transitioning to its new role on Nov. 1, working with Ford’s team of ad agencies and company marketing experts. Ford Motor will introduce a new U.S. brand campaign later this month supporting a series of Ford vehicles.”

 

About Ken Zino

Ken Zino is an auto industry veteran with global experience in print and electronic media. He has auto testing, marketing, public relations and communications expertise garnered while working in Asia, Europe and the U.S.
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