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(July 18, 2001) LONDON -- Ford Motor Co. has awarded BlueberryFrog, the Amsterdam-based international guerrilla marketing agency, a confidential assignment to launch a new car across Europe.

The account was awarded after a competitive pitch against unnamed guerilla agencies. The main advertising agency on the Ford brand in Europe is WPP Group's Ogilvy & Mather Worldwide.

Instead of running advertising in conventional media, BlueberryFrog employs a variety of methods such as viral e-mails and staged events to communicate messages for its clients.

The interactive marketing agency is an offshoot of Amsterdam-based virtual ad agency StrawberryFrog, which specializes in international advertising. Founded in February 1999, StrawberryFrog avoids local accounts and focuses on winning multi-country accounts, servicing them from Amsterdam using a multicultural staff and employing the Web to rope in freelancers from around the world to work on projects.

In March, U.S.-based Sprint Corp., a long-distance phone that carries a large share of Internet traffic, awarded StawberryFrog and BlueberryFrog its advertising account outside the U.S. In May, European car rental company Europcar tapped Blueberry to handle a U.K. campaign. -- Bill Britt

Copyright July 2001, Crain Communications Inc.

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