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Ford Motor Co. has shifted several European ad assignments from Ogilvy & Mather Europe to Young & Rubicam Europe, both in London.
The moves stem from the car maker’s change to a brand management style of marketing, according to Don Hume, London-based manager of Ford’s global news bureau for Europe.
“We’ve been using both agencies for quite a few years,” Hume said. “Y&R has been looking after specialty programs–the Ford Galaxy and Ford Puma. The work they’ve done with those programs has been tremendous and clearly had an influence on the ultimate decision.
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