Ford depositing combined Yellow Pages acc't at TMP

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Ford Motor Co. is consolidating its Yellow Pages advertising at TMP Worldwide, New York.

The auto marketer moved its Lincoln Mercury Co. and Mazda North American Operations' U.S. Yellow Pages accounts to the shop late last year, without reviews. TMP has handled Ford Division's Yellow Pages business for 25 years.

The latest assignments include dealer ads.

COULD BE MORE AHEAD

David Ropes, director of corporate advertising and integrated marketing at Ford, indicated the two brands' move to TMP is likely to be followed by others.

OgilvyOne, New York, currently handles Yellow Pages for Ford's Jaguar Cars North America; Ford's Hertz Corp. rental car unit is handled by Barry Network, Dayton, Ohio.

A glitch for the Hertz account could be a potential conflict for the agency, with Budget Group's consolidated Yellow Pages account, including its Budget Rent A Car brand, at TMP's Denver office since last fall.

AROUND $15 MIL

Mr. Ropes declined to reveal any of the marketer's Yellow Pages spending. But total Ford Yellow Pages spending is believed to be in the neighborhood of $15 million.

Lincoln Mercury had used Hutchins/DAC Group, Rochester, N.Y. The Santa Ana, Calif., office of Wahlstrom & Co. had handled Mazda's $2 million account.

Mr. Ropes said the change "is an example of how we could effect better pricing and effectiveness across more media."

A key benefit of having TMP handle multiple Ford accounts is "leveraging dollars that were spent individually under one contract," said Mark Kaline, broadcast director and media manager at Ford's internal corporate Central Media Group.

Copyright January 1999, Crain Communications Inc.

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