Ford bargains for new ad theme

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Ford Motor Co. and Progressive Insurance, Cleveland, have a tentative deal for the carmaker to use the car insurer's slogan, "Driven by you" in its new global corporate campaign by Ogilvy & Mather, Dearborn, Mich. Neither side would reveal terms. Ford said it plans to use the slogan as an umbrella tag, but will sometimes also use its existing "Quality is job one" tag. The campaign is expected to break later in the first quarter.

Copyright January 1998, Crain Communications Inc.

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