Ford has selected BBDO as its lead creative agency, replacing WPP.
Statement issued by WPP stated, 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.
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 U.S., 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.
Ford says it is “redesigning its marketing operations globally to elevate the 115-year-old iconic brand.” A new global marketing approach as part of a series of actions Ford’s taking to become more customer centered, is expected to yield $150 million in efficiencies annually.
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.
Ford also says it is leaning more heavily toward emerging tools and technologies to personalize marketing communications and offers to in-market buyers, plus even greater use of digital platforms.