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By Michael McCarthy and Tanya Gazdik
NEW YORK–Ford Motor Co. and Ogilvy & Mather may have to scuttle plans to use the tagline “Driven by you” in a new corporate campaign after learning that another automotive-related company owns the rights to the phrase, sources said.
Progressive Corp. first registered the line as a trademark in 1992. Ford and its corporate agency, Ogilvy, are trying to secure the rights to the line from that company, said sources. If unsuccessful, the agency and client will need to develop another tagline for the estimated $40 million campaign, which is slated to break next spring.
Leslie Kolleda, a representative for the $3 billion Cleveland-based Progressive, confirmed the company had been “contacted” by an ad “agency” seeking to buy the line but declined the offer.
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