The account was awarded after a competitive pitch against unnamed guerilla agencies. The main advertising agency on the Ford brand in Europe is WPP Group's Ogilvy & Mather Worldwide.
Instead of running advertising in conventional media, BlueberryFrog employs a variety of methods such as viral e-mails and staged events to communicate messages for its clients.
The interactive marketing agency is an offshoot of Amsterdam-based virtual ad agency StrawberryFrog, which specializes in international advertising. Founded in February 1999, StrawberryFrog avoids local accounts and focuses on winning multi-country accounts, servicing them from Amsterdam using a multicultural staff and employing the Web to rope in freelancers from around the world to work on projects.
In March, U.S.-based Sprint Corp., a long-distance phone that carries a large share of Internet traffic, awarded StawberryFrog and BlueberryFrog its advertising account outside the U.S. In May, European car rental company Europcar tapped Blueberry to handle a U.K. campaign. -- Bill Britt
Copyright July 2001, Crain Communications Inc.