New Ford Focus global campaign about shorter ads, complexity at the digital level. Martin Sorrell: given change in consumer media consumption habits, anthematic campaigns may not make sense. Not
appropriate at the stage Ford is at. we have not embraced that, we have embraced 15 second spots that clearly show they are not less effective, but we can show them with greater frequency. so reach is
heightened to very significant degree. What Team Ford has done is emphasize common platform: consumers love facility of technology. Each ad emphasises tech aspect of product. Not anthematic, but focus
on product: the car is king.
