JWT Grows Its Ford Dealer Business

LOS ANGELES WPP Group’s JWT has added the San Diego Ford Dealers Advertising Association, the client said.

The shop will handle creative development, media placement and Hispanic marketing on the business. Billings were not disclosed but are likely in the $5-10 million range.

“JWT provided all the resources we needed to handle our recently formed dealer association under one roof,” said John McCallan, president of Pearson Ford, in a statement. “Their talent and retail expertise will allow us to get really aggressive in this market.”

JWT represents 85 percent of the nation’s local Ford dealer associations.

George Rogers, president and CEO of JWT in Detroit, said upcoming regional Ford programs would be used “to test and learn about new initiatives” and tout key features, while event marketing would likely include singers Kelly Clarkson and Toby Keith.

The dealer group account represents the fusion of English- and Spanish-language assignments previously handled by, respectively, Interpublic Group’s Dailey & Associates in West Hollywood, Calif., and Macedo Advertising in Covina, Calif.

The departure of the business marks Dailey’s second notable account loss in recent weeks. Supermarket chain Safeway, which had been the shop’s largest single client, on Friday selected Omnicom Group’s DDB to handle its $250 million broadcast account following a review [Adweek Online, Aug. 25]. Dailey did not defend.

Cliff Einstein, Dailey’s chairman, said his shop’s relationship remains strong with more than 100 Southern California Ford dealers despite the exit of the San Diego business.

West Coast dealer advertising has been in flux overall, with Honda dealers in both Southern and Northern California currently holding separate contests for assignments worth about $40 million combined.