Big Ford Europe agency shakeup huge win for Y&R, blow to O&M

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Ford Motor Co. is moving an estimated $230 million in ad assignments across Europe to Young & Rubicam Europe, London, from Ogilvy & Mather Europe, London, in one of the biggest ever shifts of ad business in the region. Y&R earlier this month won the $100 million-plus launch of the Ford Focus in Europe in a duel with O&M.

Effective Jan. 1, Y&R will take on as additional pan-European business: the Fiesta brand (worth an estimated $70 million), the Ka ($50 million), the Explorer ($20 million), the Windstar (minimal budget) and Ford corporate advertising, currently low-billing but expected soon to include a $90 million campaign. Previously, Y&R handled those brands in Germany only. Y&R will also have control of the style and look of Ford advertising across all models and handle the Lincoln when it launches in mid-1999.

O&M will retain across Europe the Mondeo account and the Escort business--until that model is phased out over 18 months--plus Ford's commercial vehicle range and its dealer advertising associations, thought to be worth a substantial sum. Y&R loses all that business in Germany. WPP Group-owned MindShare will continue to handle media on all brands throughout the region.

Copyright July 1998, Crain Communications Inc.

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