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Jim Farley: We Need a New Paradigm for Auto Marketing

Ford Marketing Chief Explains How Car Maker Worked With Consumers for Fiesta Launch

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NEW YORK ( -- With the upcoming launch of the 2011 Fiesta, Ford is changing its approach to marketing new models, and that includes turning its brand over to its fans online.

"I can tell a story in 15 seconds now on TV, but I want customers to tell our story," said Ford global VP-Marketing Jim Farley at Advertising Age's Digital Conference last week. "That's what digital has shown us: how to earn credibility among consumers."

Mr. Farley walked us through Ford's new approach, which includes less spending geared toward the launch and more sustained, long-term spending on diverse platforms such as Facebook, Hulu, YouTube and Twitter. Watch an edited excerpt from Mr. Farley's presentation below.

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