The marketing budget that once belonged to Ford's defunct Mercury brand will now go to Lincoln, according to the head of the Lincoln National Dealer Council. The new money will fund an upcoming ad
salvo. "You'll see a lot stronger presence in the advertising of Lincoln in 2011," said the dealer leader. And what Ford's marketing leader Jim Farley would definitely agree is the understatement of
the last couple of years, "We've got some pretty good products now. We just need to talk about them more."
Indeed, the Ford division has been the beneficiary of marketing campaigns
over the last few years. While the eponymous division has rolled out vehicles like Fusion, Taurus, Mustang, F-150, Fiesta, and Focus, the up-market Lincoln versions, where relevant, have gotten a
fraction of the dollars. The company did launch a campaign in October featuring John Slattery from "Mad Men." A company spokesperson said the company is rolling out seven new or revised vehicles over
the next four years.
And, in a departure from the past, Lincoln platform makes of Ford vehicles will be much different than down-market siblings.
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