Move Is an Effort to Better Coordinate Global Efforts for Ford
DETROIT–In response to an increasing emphasis on globalization from Ford, J. Walter Thompson has added to its international Ford group to better coordinate worldwide marketing.
Mike Gonyea has been named director of planning and strategic services for the group, said Bryan Cooper, executive vice president and executive management director at the Detroit Agency. Cooper heads up JWT’s international Ford group, which includes about 400 employees.
JWT’s international Ford business has increased to 57 countries from the 12 it handled in 1988, Cooper said. Cooper declined to put a dollar figure on JWT’s total Ford international business. But the newest Ford assignment for JWT was the Brazil account won last year, with billings of about $115 million.
In his new position, Gonyea oversees regional planning directors who cover Asia/Pacific, South America and Europe. Gonyea’s task is to coordinate the strategic direction of all of the Ford brands in similar markets through the regional planners.
Gonyea has been with the agency 19 years and was previously JWT executive management director, working on Ford’s U.S. advertising.
Replacing Gonyea on the U.S. business is Dave Latta, previously a management director. JWT is the U.S. agency for Ford’s car and truck brands.
Cooper said that under Ford’s new leadership, the dividing line between U.S. and international business is becoming increasingly blurred.
“We’re trying to look at what our strengths are going forward,” Cooper said. “What we see is that we have an enormous amount of knowledge that was never institutionalized or leveraged to the extent which we think we should do. So we’re going to be doing more to coordinate all this knowledge that we have all around the world.” K
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