Citing global marketing efficiencies, Ford Motor Co. moved its $40 million corporate advertising account from Wells Rich Greene BDDP to Ogilvy & Mather, Detroit, which already handles U.S. customer service marketing. O&M Worldwide does advertising for Ford brands throughout Europe, except Germany. O&M will help Ford develop a corporate global branding strategy, said Hal Augustine, corporate ad manager. Ford now only runs corporate brand ads in the U.S. O&M will take over the account early next year. Meanwhile, TV and print ads developed this summer by Wells Rich will continue to run indefinitely. Wells Rich developed the "Quality is Job One" tag for Ford.
Copyright November 1996, Crain Communications Inc.