JWT Retains Ford Focus Account

Pitched Business Against Arnold, Undisclosed Shop

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DETROIT (AdAge.com) –- Ford Motor Co. will retain JWT Team Detroit, as its advertising agency for the launch of the 2008 Ford Focus, Ad Age sibling Automotive News reports today.
The 2008 Ford Focus
The 2008 Ford Focus

Ford heard competing agency pitches for the account. The WPP Group agency was challenged by Havas' Arnold, Boston, and a third undisclosed agency.

But Colleen Robar, a spokeswoman for JWT Team Detroit, confirmed that the agency will retain the Focus work.

The car line sold well in the past, but Ford's share in the small-car segment has fallen, a Ford spokesman told Ad Age last month. The last time Focus was backed by national TV ads was in 2004 with the "Drive Me" campaign from JWT in which the Focus begs to be driven. Ford Motor spent only $3 million in measured media for Focus last year, according to TNS Media Intelligence.

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Mary Connelly is a reporter at Automotive News.