Ogilvy emerges as big winner in Ford Euro agency revamp

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Ford Motor Co. on Nov. 27 announced a major restructuring of its European ad agency setup, as expected. 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. 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 Advertising, Irvine, Calif., handles Lincoln and Mercury brands in the U.S., and has been given Ford's Land Rover account outside the U.S. Within the U.S., the Land Rover account remains with Omnicom Group's GSD&M, Austin Texas.

Copyright November 2000, Crain Communications Inc.

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