Ford Dealers Can't Refuse JWT

J. Walter Thompson continued its march toward total dominance of U.S. Ford dealership groups last week, being named agency for the South Florida Ford Dealers Association.
JWT’s Detroit and Atlanta offices topped three Florida competitors for the $15-20 million account: The Ad Team, North Miami; BSP Group, Miami; and St. John & Partners, Jacksonville. Incumbent Cooper HMS did not defend.
Sources said JWT made two offers in its pitch no other contender could match and the dealers could not refuse: a 9 percent commission and a guarantee that running footage set in South Florida would be used in television commercials.
A JWT representative said the commission fee was incorrect, but agency area management director Tony Accurso confirmed, “We promised to make sure creative looks like the [local] market.”
Accurso said the agency will open a South Florida office to serve the SFFDA, led by account supervisor Claudia Lezcano from JWT in Dallas.