Concluding a high-stakes global creative agency review that started in April this year, Ford has hired BBDO as its lead global brand creative agency.
It will still keep WPP for significant pieces of the business, including media planning and buying, shopper marketing and CRM. WPP will also retain Ford’s multicultural and so-called “tier 2” dealer advertising. Wieden & Kennedy is coming aboard as a creative and innovation partner for specific projects, according to Ford.
In the region, Ford says in a statement, “BBDO is our lead creative agency globally – and that includes the Middle East region. WPP continues to lead on our activations in the region. We aren’t providing additional details at this time.”
Ford will also bolster its in-house marketing with 100 global marketing positions tied to brand design, media tools, technologies and partnerships as well as digital labs and customer experience, the automaker announced.
With the review, Ford is targeting $150 million in “annual efficiencies,” as part of what it describes as a “more agile marketing model”.
“Ford already is one of the most recognized and respected brands in the world,” said Joy Falotico, Ford’s group vice-president and CMO in a statement announcing the agency choices. “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.”
“Today is a big big day,” BBDO Worldwide president and CEO Andrew Robertson said in a statement. “We have a wonderful new brand to help build. I could not be more proud of the hundreds of people around the world who made this happen, or more grateful to Ford for their confidence in us.”
Digital experience agency Organic and TLGG Consulting, part of the newly formed Omnicom Precision Marketing Group were a part of the core pitch team along with BBDO.
Marketing consulting company Flock Associates was the consultant on the review.
WPP has been partnering with W&K on Ford on a US brand campaign that is expected to launch in October. W&K won lead creative duties on the assignment in late August amid the larger review.