Automotive giant Ford has chosen Omnicom’s BBDO as the lead agency on its creative account, following a global review which kicked off in April.
The appointment sees WPP lose control of the Ford’s creative account after more than 70 years, and is part of the car brand’s redesign of marketing operations globally.
Wieden + Kennedy has been appointed by Ford as a creative and innovation partner for specific projects.
Ford said in a statement that WPP’s dedicated agency network, GTB, will remain a key part of its multi-agency team.
GTB will continue to lead activation for Ford, which includes media planning, media buying, shopper and performance marketing, website development, customer relationship marketing, as well as multicultural and tier two dealer advertising.
The decision by Ford to change up its creative agency comes just after GTB released a campaign in Australia to promote the new Ford Ranger Raptor vehicle.
Ford is also 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 car company expects its new global marketing approach to yield US$150 million in efficiencies annually.
Ford’s group vice president and chief marketing officer, Joy Falotico, said: “Ford already is one of the most recognised and respected brands in the world.
“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’.”
Clemenger BBDO declined to comment when contacted by B&T, and WPP issued the following statement:
“Over the past five months, WPP has been working with Ford Motor Company on its future marketing and advertising relationships.
“At the conclusion of the review, WPP will be responsible for activating the Ford brand through key channels and regions, through its global Ford agency GTB as well as other WPP agencies, while Ford has appointed another agency as its lead creative agency.
“WPP agencies will continue to handle activation, including media planning and buying, digital and production.
“These responsibilities also include tier two advertising work in the US, the China advertising operations with its joint venture partner, all Lincoln advertising, and all the Ford public relations business.
“WPP will work closely with Ford on the shape of its future relationship and the impact on its people.”
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