Ford keeps Brazil, Argentina shops

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Ford Motor Co., after shaking up agency assignments in Europe earlier this year, opted against change in Latin America, where a review pitted Ford's Brazilian agency, Young & Rubicam, against its longtime Argentine agency, J. Walter Thompson Co., for control of a combined account. Under Ford's decision, the two shops retain their existing assignments. Y&R's Brazilian account was valued at $89 million when the review opened; the smaller Argentina account was valued at $20 million. While Y&R was a big winner in Ford's European agency changes (at the expense of JWT's WPP Group sister shop Ogilvy & Mather), Thompson handles Ford in more Latin American markets than Y&R.

Copyright August 1998, Crain Communications Inc.

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