Ford, Ogilvy Develop A Second New Tag To Replace ' Job 1'

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.


NEW YORK-Ogilvy & Mather and client Ford Motor Co. have settled on a new tagline-“We’re driven. By you.”-a variation on the proposed “Driven by you” line that ran into legal difficulty, sources said.
If approved, the line would replace “Quality is job 1,” created by Wells BDDP here. Sources said the new line needs only final approval from top Ford management, including chief executive Alex Trotman.
A Ford representative confirmed the estimated $40 million campaign is set to break in the spring, but declined further comment, as did Ogilvy here.
The “Driven by you” line was abandoned when it was discovered that Progressive Corp.,



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