Why Ford’s picked a new ad agency for a short-term campaign

Ford Motor Co. has tapped Wieden & Kennedy New York for a short-term marketing assignment that comes amid its massive global agency review, the automaker confirmed to Advertising Age, an affiliate of Automotive News.

The project is unrelated to the larger review, but it gets W&K on Ford’s roster and could position the independent agency to gain more business. W&K is one of three shops pitching in the global review, along with WPP’s Global Team Blue, the incumbent, and Omnicom’s BBDO, according to people familiar with the matter.

“Ford is launching a U.S. brand campaign in mid October and we are working with Wieden & Kennedy as a creative partner with WPP to activate the campaign,” said Ford spokeswoman Jennifer Flake. “This is consistent with how we have worked at times in the past decade with agency partners working alongside WPP.”

She declined to share details on the campaign. W&K did not respond to a request for comment.

Global review

Ford launched the global creative review in April, putting one of WPP’s most important accounts in peril amid the holding company’s leadership change. Mark Read, WPP’s interim COO, is the frontrunner to land the CEO job replacing Martin Sorrell and could be named as soon as next week, according to multiple reports.

Flake said the review “should wrap up in the fourth quarter,” but declined to elaborate further on the process, including about which agencies are participating.



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