Ogilvy ‘back To Square 1’ On Ford

It’s back to the drawing board creatively for Ogilvy & Mather on its planned corporate image campaign for Ford Motor Co.
Ogilvy’s New York office, which had sold through and gone into production on a campaign themed, “Driven by you,” has put that work “on hold” and started on a new round of creative work and possibly a new tagline. The move was the result of a joint decision by the agency and client, said sources. The campaign launch has been delayed from December until late first-quarter 1998, said sources. “It’s back to square one,” said one source. “All bets are off.”
A representative for Dearborn, Mich.-based Ford said the campaign is “on track.” She added: “We’ve said all along it will remain in development until we are satisfied with it.”
The campaign’s positioning, however, remains unchanged. That strategy is to “reorient Ford’s focus through the eyes and lives of its customers,” said one source. The work will be Ogilvy’s first for the automaker since it won the estimated $40 million account from the former Wells Rich Greene BDDP in New York last year. Wells created Ford’s long-running “Quality is job 1” theme.
Ross Sutherland, the New York creative director who recently took over the account, has started a new series of TV and print ads, said sources, which will replace the work of his predecessor, creative director John Stingley. Ogilvy has also added Mark Linder as worldwide client services director and Richard Bonner-Davies as management supervisor to its Detroit office.