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Ford Puts Most of Its Global Ad Account Up for Review
Ford Motor Co. says it is putting most of its worldwide creative advertising account up for review in an effort to cut costs and improve marketing efficiency.
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Ford Motor Co. says it is putting most of its worldwide creative advertising account up for review in an effort to cut costs and improve marketing efficiency.
The review excludes Ford advertising in China along with the company’s luxury Lincoln brand and U.S. dealer-related advertising programs, Advertising Age reports.
London-based WPP plc currently handles Ford’s global advertising through its GTB (formerly Global Team Blue) affiliate in Dearborn, Mich. WPP agencies have been handling Ford advertising since 1943. Ad Age notes that Ford spent $4.3 billion on advertising in 2016, more than half of it in the U.S.
Ford says no decision has been made whether to switch agencies. But WPP has been under increasing scrutiny over the past 12 months as Ford appointed a new CEO (Jim Hackett) in May and last month named a new North American president (Kumar Galhotra) and chief marketing officer (Joy Falotico).
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