CHICAGO – Ford Motor Co. last week gave the J. Walter Thompson/Chicago office a much-needed boost by handing the agency its new $20-million credit card business.
The win, which had been expected (ADWEEK, Jan. 25), helps soften the blow the agency took when Kellogg moved its $35-million business from JWT’s Chicago office to New York. Thompson had avoided letting go a big group of employees in anticipation of getting the card, which the agency has been working on since November.
‘It’s a great win for the agency,’ said agency general manager J. Steve Davis. ‘The nice thing about it is that we’re launching the card for cars that Americans want to buy.’
Ford may have a slight advantage coming in over General Motors’ card because of Citibank’s extensive database. GM’s card is only a MasterCard, while Ford’s card will carry both Visa and MasterCard.
There will be an incentive partner in at least six categories, including airline and hotel, announced soon. Details of the partnerships could not be worked out in time for the announcement.
Copyright Adweek L.P. (1993)