DETROIT (AdAge.com) -- Ford Motor Co. of Canada is staging a shootout between two WPP Group agencies for its estimated $35 million national ad account and its estimated $38 million regional dealer ad group accounts, the automaker said.
Y&R Advertising, Toronto, has handled the account for more than a decade. Y&R will go up against sibling J. Walter Thompson, Toronto, which had the account before Y&R.
A Ford of Canada
spokesman said the review isn't due to any dissatisfaction with Y&R. He called the review "a normal course of the business." Requests for bids from the two shops went out today.
The marketer combined its Ford-branded dealerships with Lincoln Mercury in Canada nearly three years ago. In the U.S., JWT, Detroit, handles the Ford brand, and Y&R, Irvine, Calif., handles Lincoln Mercury.