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.