JWT gets huge Ford media plum

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Ford Motor Co. announced it will consolidate U.S. media buying for all its brands and corporate advertising at a new subsidiary of J. Walter Thompson USA named Ford Motor Media. The change, effective immediately, confirmed a report that first appeared last fall (AA, Oct. 7). Ford Motor Media, to be based in Detroit, will handle $1.1 billion in media buying for Ford, Lincoln, Mercury, Mazda, Jaguar and Ford customer service. The billings include $600 million from JWT's Ford division client, $245 million from Y&R Advertising (Lincoln-Mercury division), $240 million from Foote, Cone & Belding Communications (Mazda, partly owned by Ford Motor Co.), and $30 million from Ogilvy & Mather Worldwide (Jaguar). Planning remains at each car division agency. Media planning and buying for all dealer groups will stay at their respective agencies. JWT named Bob Mancini as senior partner, executive director of the new unit. David Ropes, Ford corporate's director of advertising and integrated marketing, takes the added title of media director on the client side.

Copyright April 1997, Crain Communications Inc.

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