WPP is rebranding its primary Ford agencies Team Detroit, Blue Hive (the WPP units that serve Ford outside the U.S.) and Retail First under a single global identity now called GTB, which stands for Global Team Blue.
According to the holding company, the new name reflects the agency’s unified vision, innovative mindset and worldwide reach. And as the agency states on its redesigned Web site: “Until recently we had three names. Team Detroit. Blue Hive. And Retail First. They were great names, but, we thought, wouldn’t one name be easier?”
GTB operates on six continents and has 49 offices. It is integrated across most communications disciplines and is WPP’s largest agency team. It’s one of 48 WPP global client teams.
“We operate as a single global entity, so it makes sense not only to have a shared purpose but also a name that reflects purpose for our people and our clients,” stated Kim Brink, chief operating officer of GTB. “Clients more than ever want the best of the best talent WPP has to offer. As our business model moves toward even greater connectedness, uniting those many talents is a mission statement for them to achieve great things.”
Team Detroit was formed in 2007 with the consolidation of the Detroit offices of J. Walter Thompson, Ogilvy, Mindshare, Y&R and Wunderman.
In addition to emphasizing its global capabilities and connected ethos, the “blue” reference also pays homage to GTB’s main client, Ford Motor Company—and its blue oval logo--as well as “blue sky thinking,” the company said.
Hudson Rouge, the agency for Ford’s luxury brand Lincoln, will maintain its name.
The rebranding will rollout globally throughout the year.