This Week:
- 2001
Chrysler PT Cruiser Wins Motor Trend's Car of the Year
. - The new M3 convertible - BMW M performance plus open-air pleasure
-
Ford Motor Company To Donate $5 Million To Earthwatch Institute
. - 2001
Jeep® Grand Cherokee Wins Petersen's 4-Wheel & Off-Road "4x4
of the Year"
. - 100
million DM investment, 100 new jobs and extra shifts at BMW's Berlin
Plant, 30 additional apprenticeships by 2003
. - Dana Corporations Spicer Driveshaft Division Earns Malcolm Baldrige National Quality Award / Becomes Danas Second Operation to Receive Honor
.
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- 2000 Copyright &
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News of November 28, 2000
Ford
refocuses European advertising as part of transformation strategy
BRENTWOOD,
England - Ford is to undertake a major refocusing of its pan-European
advertising activities as a key part of the company's European
Transformation Strategy. Effective from the first quarter of 2001, all
Ford of Europe advertising will be handled by London-based advertising
agency Ogilvy and Mather, part of the WPP Group. Previously the account
was split between O&M and Young & Rubicam.
Murat
Yalman, Ford of Europe Vice President, Marketing, said: "With the
expansion of our global portfolio of brands we have been working to seek a
logical alignment of all our activities, which led to this move. Our
decision was further helped by the incorporation of Y&R within the WPP
Group earlier this year.
"It
now makes sense for us to focus Ford product marketing activities in
Europe on one agency, as Ford already does in the U.S. This will allow the
development of all-important brand consistency for Ford, which is
fundamental to our European business objectives over the coming years.
"The
move will additionally yield a number of other benefits including cost
savings and more efficient and creative use of available resources.
"We have enjoyed a long, healthy and productive relationship with
both agencies in Europe, most recently demonstrated by the very successful
Y&R Galaxy and O&M Transit campaigns."
This
latest move builds on a strategy Ford implemented two years ago, when it
successfully moved from a commission-based to fee based operation.
"Focusing
our creative resource and knowledge of the consumer into one agency will
enable us to enhance definition and awareness of the Ford brand. Building
equity in the Ford brand is a vital component of the Ford European
Transformation Strategy," added Mr Yalman.
In
an all-encompassing review of its advertising strategy, Ford Motor Company
is focusing all of its activities globally with three WPP-owned agency
networks - O&M, J.Walter Thompson and Y&R. JWT will continue to
handle Ford advertising in the U.S. and Y&R the Lincoln Mercury
business. Mindshare are to continue as Ford's sole European media agency
and Impiric will continue to provide direct marketing and e-business
support. O&M will be expanding their European operation to meet the
new challenges offered by Ford.
Ford
Vice President, Marketing, Sales and Service, Earl Hesterberg, said:
"This is a major step for Ford in building a stronger brand in
Europe, being more accessible to consumers and getting closer to them in
every sense. It comes at a time when we are under enormous pressure to
achieve a significant business transformation, which includes an ambitious
programme to launch nine significant new product actions each year over
the next five years. That means the new team will have to hit the ground
running in the New Year."
(November
27, 2000)
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