DOWNSIDE: The 21-year Ford Motor Co. veteran was tapped for the newly consolidated marketing post in January, so it's too early to rate whether the strategy is working. Lincoln is struggling mightily with lack of competitive models, and Mercury still has look-alike Ford models. He will work through both internal and external changes, including staff consolidations plus agency shared services for the three brands.
AD BUDGET: $2.40 billion
* WPP's JWT, Ogilvy & Mather, UniWorld Group and Ford Motor Media, Detroit; Y&R Advertising, Irvine, Calif., and Dearborn, Mich.; Wunderman Detroit, Dearborn, Mich.; Mediaedge:cia, Detroit
* Publicis' PanCom International, L.A.
* Zubi Advertising Services, Coral Gables, Fla.