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Great expectations for its new Thunderbird may lead Ford Motor Co. to forgo TV advertising for the model and focus instead on other media, the nameplate’s brand manager said.
Ford instead plans to concentrate on various forms of relationship marketing with some tasks farmed out to nonroster shops, said Mickey D’Armi, Thunderbird brand manager. He declined to name the outside shops.
D’Armi and executives from lead Ford shop J. Walter Thompson head the Thunderbird management team. Work on the brand will also involve Ford’s Hispanic agency, Zubi Advertising Services in Coral Gables, Fla.,
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