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Ford Seeks Other Shops For New Focus Biz May Move Shops

  • Adweek, Thursday, June 14, 2007 10 AM
New ads for the 2008 Ford Focus may not be run by JWT, the auto company's primary agency. According to insiders, the company is talking to at least two other shops for the business. The Focus, due out this fall, offers new "Sync" technology -- a voice-activated option that controls text messaging, music and other features.

While JWT will bid for the account, Ford is looking for some competition. "It's similar to what Toyota does with Saatchi," says one insider. "This is not leaving JWT." Toyota occasionally goes with agencies other than Saatchi & Saatchi, its primary shop. The new effort is expected to focus on the Sync, along with a new, two-door Focus coupe.

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