Ford Shakes Up Marketing Ranks

CHICAGO Ford Motor Co. is consolidating the marketing and sales departments for its Ford and Lincoln-Mercury divisions, according to the company.

“We’re going to reach customers in smarter, more focused ways than ever before while being extremely efficient with resources,” said Steve Lyons, Ford group vice president, North America marketing, sales and service, in a statement. “This new organization will help us develop a single-minded concentration on reaching our customers with the strongest product lineup in our history.”

Ford spent more than $1.5 billion on domestic ads last year, per Nielsen Monitor-Plus. WPP Group siblings JWT (which handles the Ford brand), Ogilvy & Mather (Ford corporate) and Young & Rubicam (Lincoln and Mercury) are the client’s primary agencies.

As part of the new structure, Lyons will continue to head the North American marketing, sales and service operations.

Darryl Hazel, previously president of the Ford division, was named vice president of marketing for all three nameplates. Al Giombetti, former head of the Lincoln-Mercury division, was named vice president of sales. Cisco Codina will continue as president of Ford customer service.

In addition, the field organizations for Ford and Lincoln-Mercury are being combined, with 17 Ford and Lincoln-Mercury regions becoming 11 market areas. The 11 markets are: Mountain West, Central, Midwest, Midsouth, Southwest, California, Northeast, Mid-Atlantic, Great Lakes, Southeast and Florida. The Ford customer service field organization will have a corresponding reduction in regions with similar geographic boundaries.