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Lincoln-Mercury, Y&R leave Detroit

Published on .

Headquarters for Ford Motor Co.'s Lincoln-Mercury Division will move to Irvine, Calif., from Detroit this year in a bid to become more distinctive and autonomous from big-sister Ford Division. Lincoln-Mercury's agency, Y&R Advertising, Detroit, will move to Irvine to service the $275 million account. About 120 to 150 Lincoln-Mercury employees, including executives and marketing staff, will start moving in mid-year. The division, trying to freshen Lincoln's stodgy image and define Mercury's muddy one, will work more closely with Ford's Advanced Design Studio in Irvine to develop new vehicles.

Copyright January 1998, Crain Communications Inc.

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