Ford Names BBDO to Head Global Creative Ad Work

Ford Motor Co. has named BBDO Worldwide to be its top global creative ad agency, replacing WPP plc. The transition will begin on Nov. 1.

WPP, originally called J. Walter Thompson, as worked with Ford for 75 years. The agency’s Hudson Rouge unit will continue to head advertising work for Ford’s Lincoln luxury brand.

WPP also will handle Ford’s media planning and buying, shopper and performance marketing, website development, customer relations marketing and tier-2 dealer advertising. In addition, Ford has hired Wieden + Kennedy to handle special projects. The firm and WPP will launch the carmaker’s new “Ford Proud” ad campaign.

The selections follow a five-month review to create a new and more agile multi-agency platform. Ford predicts the structure will produce efficiencies worth $150 million per year.