Ford Europe Remodels For Y&R

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. But it doesn’t take away from the efforts of O&M. They still retain a large share of the business, and they’re getting some additional responsibilities in Europe’s biggest market, which is Germany.”
Under the restructuring, Y&R is responsible for the Ford and Lincoln brands, along with Ford’s Puma, Fiesta, Focus, Galaxy, Ka, Windstar, Explorer and Cougar.
O&M is handling the Escort, Mondeo, all commercial vehicles and the Ford Dealer Advertising Associations in Europe. O&M’s parent, the WPP Group, retains all media buying chores for Ford in Europe through its Mindshare unit. Billings are estimated at more than $200 million.
The shift in assignments will not affect Ford’s domestic advertising, nor will Y&R’s U.S. offices participate in the additional European efforts, according to John Vanderzee, chairman of Y&R Detroit.