The long-standing Ford/J. Walter Thompson relationship has been made even stronger in the last few years by Peter Schweitzer, who heads JWT’s Detroit office. He led four key successes last year. Ford posted a gain of 2.4 share points in 1992, with the Taurus being restored as top seller after a three year hiatus. Secondly, though Ford prefers its creative in the middle of the road, Schweitzer nonetheless raised the creative bar, resulting in the freshest look in years for Ford’s advertising, especially in the new Probe and Ranger campaigns. JWT also netted the Ford Credit Card account. And Schweitzer restructured the non-Ford side of the office to make it a more formidable new-business entity in the region. The result was winning FTD, Society Bank, Hook-SuperX and Payless Drug – about $25 million in new billings.
Copyright Adweek L.P. (1993)
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