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NEW YORK-Ogilvy & Mather will employ the theme “Driven by you” in its first corporate image campaign for the 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. Ford moved its corporate account to Ogilvy from Wells Rich Greene BDDP, New York, in November 1996.
Rather than touting the durability of Ford models, sources said the new work highlights the theme that Ford understands the vital role that cars and trucks play in consumers’ lives.
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