Top FCB Planner Tom Luke Moves to JWT

DETROIT–Tom Luke Named to New Post, Will Oversee Planning for Ford.  J. Walter Thompson here is increasing its focus on planning and has lured a top executive from FCB to oversee the discipline.

Tom Luke will join the agency June 19 as director of consumer planning for the agency's $580 million Ford division account, and will report directly to agency president Peter Schweitzer.

Luke most recently was senior vice president and director of brand planning at FCB's Southfield, Mich., office, where he oversaw worldwide planning for DaimlerChrysler as well as other clients. Prior to his 13 years at FCB, Luke worked at Young & Rubicam, Dearborn, Mich.

His planning and consumer insight skills will serve us well as we continue to expand our business," Schweitzer said.

JWT launched its planning department 13 years ago, but it has undergone several changes since then, Schweitzer said. The agency currently works "very closely with Ford and the product community and does a lot of product brand planning in the product process," he said.

Luke's position "is really to extend that down into the communications planning," Schweitzer said. "What has been a sort of singular function, we're now going to split. It's really an opportunity to bring another significant member of the team in and to provide Ford with … ideas and new ways of thinking.

"Luke will work very directly with the creative department in terms of developing creative briefs and acting as a bridge between the product planning group and the division teams," Schweitzer said.

Luke said he is excited to work on Ford.

"It really holds out a lot of possibilities because I think while on the one hand it's a very classic American brand, it's also a global brand; it's a future brand," he said.