Ford shifted its global advertising requirements from BBDO, which handles customer relationship marketing (CRM) in the US, to Weeden & Kennedy (W&K).
Campaign UK reports that the brand shift aims to “drive brand consistency globally”.
W&K has worked with Ford in the US since 2018, when it was asked to take on special projects and innovations. At the same time, BBDO won the creative label in a competitive process from long-time incumbent WPP.
“However, W&K has handled Ford’s creative and brand strategy business in the U.S. since 2020. This payment has now been extended globally and the agency will start working on this part in January.
“WPP will continue to deliver activations that include media, CRM, product and digital.”
Campaign UK A Ford spokesperson was quoted as saying: “The Ford brand is streamlining its global marketing business under one creative agency to drive brand consistency and deliver greater operational efficiency.
Hosting Ford’s US business from 2020, it will increase its innovation and product strategy outside the US to ensure brand consistency from January 2023.
“BBDO, a valued Ford partner, handles CRM in the US, while WPP, as part of Ford’s multi-agency team, is leading the dynamic. All three agencies will continue to play a key role in our multi-agency team and are expected to enhance our innovation.”
In December 2021, AMV BBDO created a pan-European campaign, Night swimming To introduce car brand Ranger pickup truck.
