$100 Mil. Backs JWT's Launch Of Ford Focus

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Ford Motor Co. and J. Walter Thompson are readying an extensive two-year advertising push behind the the new Ford Focus to break in August under the tagline, “Live it. Live.”
Teaser print ads will appear in August publications with TV spots airing Sept. 9 during the MTV Music Awards broadcast.
The automaker is expected to spend close to $100 million on advertising during the first 12 months of the vehicle’s rollout. Ford spent $76 million on ads in 1996 introducing the Escort, according to Competitive Media Reporting.
The Internet will play a key role in the debut of the car, said Julie Roehm, Focus brand manager.


AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in