The double-digit percentage rise in Ford’s overall spend stems chiefly from the May launch of its “Bold Moves” corporate image campaign, said sources. The ambitious effort, from JWT, includes TV spots, print ads, event sponsorships, programming and a Web site. The site (fordboldmoves.com) features a section for posing questions to company execs and videos documenting the inner workings of a carmaker in turnaround mode. Given the campaign’s breadth, it’s not surprising that Ford’s Web spending jumped 67 percent (to $53 million) in the first nine months of 2006 compared to the same period last year, taking it from 3 to nearly 5 percent of its total ad budget. TV spending rose 18 percent over last year, raising it from 58 to 61 percent of the budget. Meanwhile, print spending declined slightly ($345 million), a 1 percent drop that renders it 29 percent of the total spend, down from 32 percent.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity