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Ogilvy & Mather will employ the themeline “Driven by you” in its first corporate image campaign for Ford Motor Co., sources said last week.
The new theme will replace “Quality is job 1,” which has been running for more than a decade.
Rather than touting the durability of Ford’s models, sources said the new work plays up the theme that Ford understands the vital role that cars and trucks play in consumers lives, and that it designs its products to fit their needs.
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