In a bid to re-invigorate the brand, WPP is creating a new boutique agency for Ford’s Lincoln luxury model, the New York Times reports.
For years WPP has handled Ford and most its sub-brands through an entity called Team Detroit, based in Dearborn, Mich., where the client is based. The unit combines the efforts of a number of WPP shops including JWT, Wunderman, Y&R and Mindshare.
Now Lincoln will be handled separately through a new New York-based unit as yet unnamed. Ford and WPP are providing some details later today.
The Times reported that automotive consultant Cameron McNaughton will head the agency as president. Jon Pearce will head up creative. Most recently he was with Bartle Bogle and Hegarty’s New York office.