Ford retains JWT, Y&R in Latin America

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BUENOS AIRES/SAO PAULO -- Following a three-month review of its $120 million advertising account in Latin America, Ford Motor Co. has decided not to make any changes to its agency relationships.

The pitch pitted J. Walter Thompson Co., which has handled the account in Argentina for 54 years, against Young & Rubicam, which has held the business in Brazil since 1996.

JWT works with Ford in Chile, Colombia, Dominican Republic, Mexico, Paraguay, Peru, Puerto Rico, Uruguay and Venezuela. Ford works with Y&R in Mexico and Columbia.

Earlier this summer, Ford, realigned its assignments across Europe on a model- by-model basis and moved an estimated $230 million from Ogilvy & Mather Europe, London, to Young & Rubicam Europe, London. Ford said the decision was driven by the success of recent Europe-wide advertising for cars such as the Ford Puma, run via Y&R.

This followed immediately Y&R's win of the $100 million-plus launch of the Ford Focus in Europe, announced at the beginning of July, for which Y&R competed with fellow roster agency O&M.

From January 1, 1999, Y&R will take on additional pan-European business for the Fiesta, Ka, Explorer and Windstar brands, along with Ford corporate advertising. Previously, Y&R handled those brands in Germany only.

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.

Copyright August 1998, Crain Communications Inc.

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