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Ford has chosen BBDO as a new global advertising agency, replacing WPP's GTBFord.com
The BBDO advertising agency shocked Madison Avenue, Wall Street and even many Ford Motor Company employees by being named Monday as the automaker's main creative resource.
Ford executives a month ago told Forbes that the agency had misprocessed and that its price was too high to be taken seriously for the huge account. But in the end, after the final presentations, a Ford executive unauthorized to talk to the media, "They proposed a very innovative and creative strategy and made some very clever changes to the compensation aspect of the bid."
Ford, in reviewing its advertising, is looking for new voices and strategies to better tell its story. But it is also looking for additional savings on the $ 2.4 billion spent in North America and the $ 4.1 billion spent on advertising globally. The company claims to seek annual savings of about $ 150 million. According to Kantar Media, Ford spent more than $ 1.2 billion last year in the United States for measured marketing.
"Today is a great day," BBDO President and CEO Andrew Robertson said in a statement. "We have a great new brand to help build – I could not be more proud of the hundreds of people around the world who have made this possible, nor more grateful to Ford for its trust in us." Organic and TLGG Consulting, a digital experience agency owned by Omnicom, will be part of the business management team.
Ford conducted its study on the incumbent agency, GTB, BBDO, WPP and the Wieden & Kennedy agency in Portland. In the end, all three agencies get work. Wieden & Kennedy creates a fall 4th quarterly campaign for Ford, and will remain in the fold as a creative resource. GTB retains Ford's operations in China, public affairs, the Lincoln brand, US dealers and media buying. BBDO will handle the car manufacturer's international brand advertising work outside of China, which includes campaigns for individual models.
Wieden & Kennedy will remain alongside Ford as an "innovation partner", which means that the agency, better known for its Nike advertising work, will be used tactically for various projects and campaigns.
GTB is undoubtedly the big loser, even if it remains on the list of Ford agencies. "We gave this review everything we had: it was an extraordinary effort on the part of the entire global team for many months," said the CEO of the company. Blue World Team, Satish Korde, in an internal memo from the agency. "We accept this decision head-on and thank everyone for their contribution." Layoffs at GTB are expected. The agency employs approximately 3,000 people worldwide on the Ford account, the largest WPP activity in the world.
WPP shares were down 1.44% today. Shares of Omnicom (BBDO's parent company) increased by 3.05%.
One of the benefits of the simultaneous presence of BBDO and GTB in the sector is that Ford offers price pricing for each agency.
BBDO, part of the Omnicom group, has always been creative and has been working for years on brands such as Twix and Snickers candies, Barbie dolls, AT & T brands, Foot Locker, Pepsi, Wells Fargo and Procter. & Gamble. On the front of the public service, the agency has conducted an award-winning campaign against bullying, #DefyTheName. The campaign is built around people who have been successful in being initiated by the names of bullying that were called to them during their childhood. It is hard not to consider this campaign as a slap, if not a major finger, of Donald Trump, known for his public name and shame.
BBDO's victory is huge for two reasons. One of them, even Ford insiders, had written off the agency in August. And WPP executives generally thought that they would lose some of the creativity for the benefit of Wieden & Kennedy, while retaining the bulk of activities around the world. Apparently, the only ones not relying on BBDO were the agency itself and Ford's global marketing director, James Farley.
BBDO's history in the automotive sector was primarily related to Chrysler-Dodge-Jeep in the 1980s, 90s, and early 2000s. Omnicom also manages advertising for Nissan and Volkswagen.
In an earlier era, Ford would not have considered moving much of its advertising outside the WPP group, as customers such as Ford wanted to benefit from the exclusivity of the holding companies. But as all major branch networks have purchased all the agencies capable of managing accounts as large as Ford, these conflict issues have become more important.
Ford is in a difficult situation with its brand and global operations. In the United States, the Ford brand is still very much present in pick-up trucks and SUVs, but the activity in the passenger car segment has not been as strong, as US consumers have abandoned four-door sedans and sedans. . On a global scale, the company was slow to expand its operations in China. And there is no real luxury brand game. The Lincoln brand is weak in the United States and a nascent business in China compared to other high-end brands.
Ford has already announced its intention to leave the passenger car segment (with the exception of the iconic Mustang) for the benefit of trucks, crossovers and SUVs.
In recent years, Ford has been trying to position its car and SUV business around a variety of marketing themes and locations, but none have been overtaken by the iconic 'Built Ford Tough' campaign that the company has been marketing for four decades.
Wall Street has not been supportive of Ford's stock for several years. Shares have lost about a third in the last four years since CEO Alan Mulally retired while the overall market has grown. Ford pays a quarterly dividend of 15 cents. Current CEO Jim Hackett took on this role in May 2017 following the dismissal of his successor, Mark Fields.
This new agency model being assembled by Ford must solve a problem: how to create a convincing and consistent story through advertising, content marketing, public relations, dealer marketing, event marketing , etc., so as to sing in the four corners of the mark out of the same song sheet.
The public has lost the plot about what the Ford pickup truck sector represents. Internally, even in recent years, Ford's leaders have been, as they have been for many years, torn between the company's more than 100-year history and the future-oriented one. tirelessly.
For 75 years, Ford has the same advertising agency resources and is creating a memorable job, including "Built Ford Tough" and "Have You Driven a Ford Lately". But many often forgotten and often changing ideas and stories have come and gone.
Ford is strengthening its own internal digital marketing and marketing strategies with more than 100 new employees, while avoiding other parts of the company announcing a workforce reduction announced last week.
Now that it has a whole new advertising agency structure, the company needs to determine whether it is a good enough customer and a good enough company to take advantage of all the new creative energy that is going through such an upheaval.
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Ford has chosen BBDO as a new global advertising agency, replacing WPP's GTBFord.com
The BBDO advertising agency shocked Madison Avenue, Wall Street and even many Ford Motor Company employees by being named Monday as the automaker's main creative resource.
Ford executives a month ago told Forbes that the agency had misprocessed and that its price was too high to be taken seriously for the huge account. But in the end, after the final presentations, a Ford executive unauthorized to talk to the media, "They proposed a very innovative and creative strategy and made some very clever changes to the compensation aspect of the bid."
Ford, in reviewing its advertising, is looking for new voices and strategies to better tell its story. But it is also looking for additional savings on the $ 2.4 billion spent in North America and the $ 4.1 billion spent on advertising globally. The company claims to seek annual savings of about $ 150 million. According to Kantar Media, Ford spent more than $ 1.2 billion last year in the United States for measured marketing.
"Today is a great day," BBDO President and CEO Andrew Robertson said in a statement. "We have a great new brand to help build – I could not be more proud of the hundreds of people around the world who have made this possible, nor more grateful to Ford for its trust in us." Organic and TLGG Consulting, a digital experience agency owned by Omnicom, will be part of the business management team.
Ford conducted its study on the incumbent agency, GTB, BBDO, WPP and the Wieden & Kennedy agency in Portland. In the end, all three agencies get work. Wieden & Kennedy creates a fall 4th quarterly campaign for Ford, and will remain in the fold as a creative resource. GTB retains Ford's operations in China, public affairs, the Lincoln brand, US dealers and media buying. BBDO will handle the car manufacturer's international brand advertising work outside of China, which includes campaigns for individual models.
Wieden & Kennedy will remain alongside Ford as an "innovation partner", which means that the agency, better known for its Nike advertising work, will be used tactically for various projects and campaigns.
GTB is undoubtedly the big loser, even if it remains on the list of Ford agencies. "We gave this review everything we had: it was an extraordinary effort on the part of the entire global team for many months," said the CEO of the company. Blue World Team, Satish Korde, in an internal memo from the agency. "We accept this decision head-on and thank everyone for their contribution." Layoffs at GTB are expected. The agency employs approximately 3,000 people worldwide on the Ford account, the largest WPP activity in the world.
WPP shares were down 1.44% today. Shares of Omnicom (BBDO's parent company) increased by 3.05%.
One of the benefits of the simultaneous presence of BBDO and GTB in the sector is that Ford offers price pricing for each agency.
BBDO, part of the Omnicom group, has always been creative and has been working for years on brands such as Twix and Snickers candies, Barbie dolls, AT & T brands, Foot Locker, Pepsi, Wells Fargo and Procter. & Gamble. On the front of the public service, the agency has conducted an award-winning campaign against bullying, #DefyTheName. The campaign is built around people who have been successful in being initiated by the names of bullying that were called to them during their childhood. It is hard not to consider this campaign as a slap, if not a major finger, of Donald Trump, known for his public name and shame.
BBDO's victory is huge for two reasons. One of them, even Ford insiders, had written off the agency in August. And WPP executives generally thought that they would lose some of the creativity for the benefit of Wieden & Kennedy, while retaining the bulk of activities around the world. Apparently, the only ones not relying on BBDO were the agency itself and Ford's global marketing director, James Farley.
BBDO's history in the automotive sector was primarily related to Chrysler-Dodge-Jeep in the 1980s, 90s, and early 2000s. Omnicom also manages advertising for Nissan and Volkswagen.
In an earlier era, Ford would not have considered moving much of its advertising outside the WPP group, as customers such as Ford wanted to benefit from the exclusivity of the holding companies. But as all major branch networks have purchased all the agencies capable of managing accounts as large as Ford, these conflict issues have become more important.
Ford is in a difficult situation with its brand and global operations. In the United States, the Ford brand is still very much present in pick-up trucks and SUVs, but the activity in the passenger car segment has not been as strong, as US consumers have abandoned four-door sedans and sedans. . On a global scale, the company was slow to expand its operations in China. And there is no real luxury brand game. The Lincoln brand is weak in the United States and a nascent business in China compared to other high-end brands.
Ford has already announced its intention to leave the passenger car segment (with the exception of the iconic Mustang) for the benefit of trucks, crossovers and SUVs.
In recent years, Ford has been trying to position its car and SUV business around a variety of marketing themes and locations, but none have been overtaken by the iconic 'Built Ford Tough' campaign that the company has been marketing for four decades.
Wall Street has not been supportive of Ford's stock for several years. Shares have lost about a third in the last four years since CEO Alan Mulally retired while the overall market has grown. Ford pays a quarterly dividend of 15 cents. Current CEO Jim Hackett took on this role in May 2017 following the dismissal of his successor, Mark Fields.
This new agency model assembled by Ford must solve a problem: how to create a compelling and consistent story through advertising, content marketing, public relations, dealer marketing, event marketing, and more. out of the same song sheet.
The public has lost the plot about what the Ford pickup truck sector represents. Internally, even in recent years, Ford's leaders have been, as they have been for many years, torn between the company's more than 100-year history and the future-oriented one. tirelessly.
For 75 years, Ford has the same advertising agency resources and is creating a memorable job, including "Built Ford Tough" and "Have You Driven a Ford Lately". But many often forgotten and often changing ideas and stories have come and gone.
Ford is strengthening its own internal digital marketing and marketing strategies with more than 100 new employees, while avoiding other parts of the company announcing a workforce reduction announced last week.
Now that it has a whole new advertising agency structure, the company needs to determine whether it is a good enough customer and a good enough company to take advantage of all the new creative energy that is going through such an upheaval.
