Ford Motor Co. on Nov. 27 announced a major restructuring of its European ad agency setup. Ford of Europe, Brentwood, England, said that, effective in the first quarter of 2001, all its advertising will be handled by Ogilvy & Mather, London, which assumes all the Ford work it didn't have from sibling WPP Group shop Young & Rubicam, London. Y&R had handled more than $200 million in annual Ford work. Murat Yalman, VP-marketing at Ford of Europe, said in a prepared statement the expansion of Ford's stable of brands globally, coupled with WPP's acquisition of Y&R earlier this year, led to the move. Ford said it's focusing all its global activities within three WPP agency networks-O&M, Y&R and J. Walter Thompson Co., which handles the $630 million Ford Division account in the U.S. WPP's MindShare continues as Ford's sole European media agency, and Y&R's Impiric continues on direct and e-business support. Y&R, Irvine, Calif., handles Lincoln and Mercury brands in the U.S. and has been given Ford's Land Rover account outside the U.S.
Copyright November 2000, Crain Communications Inc.