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By Tanya Gazdik
DETROIT–Following the consolidation of $700 million in national media buying duties at J. Walter Thompson, Ford Motor Co. is considering consolidating $200 million-plus in spot TV buying, said David Ropes, Ford’s director of corporate advertising and integrated marketing.
Ropes will head a new JWT unit, called Ford Motor Media, that will buy media for the Ford division, Ford customer service, Ford corporate advertising, Lincoln-Mercury, Jaguar North America and Mazda Motors of America.
Media planning and creative duties remain at each division’s respective agency: JWT for Ford; Ogilvy & Mather here and in New York for Ford corporate, customer service and Jaguar; Young & Rubicam here for Lincoln-Mercury; and Foote, Cone & Belding in Los Angeles for Mazda.
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