Ex-GTB CCO Toby Barlow’s New Agency Lafayette American Wins Detroit FC Account

By Patrick Coffee 

Lafayette American, the Detroit-area agency launched by former Ford dedicated shop GTB’s CCO Toby Barlow earlier this year, has added another client to its roster.

Crain’s Detroit reported yesterday that local semi-pro football team Detroit FC has signed with the agency as it looks to go pro.

The goal, according to the organization itself, is to promote the semi-pro club to both the general public and potential sponsors before it looks to move pro.


In order to make improvements to its stadium, the team will need more such sponsors, and advertising is a key method for reaching those audiences. According to the Crain’s report, Detroit FC currently works with Lyft and MetroPCS as well as local businesses like the Henry Ford Health System and Wheelhouse Detroit.

Lafayette American won the assignment, at least in part, because of Barlow’s existing relationship with the organization; the Detroit resident was an early investor in the team.

Last February, GTB let Barlow go after 15 years with the WPP organization but did not provide any specific reasons for his departure. He was later replaced by Tito Melega. Barlow’s new agency currently employs 6-8 people and works for a range of primarily Detroit-based businesses.

Ford went into review in April; the account has been with WPP for 75 years.

[Image via Detroit FC]