Ford is readying a new ad campaign to pump up its languishing North American business under the theme "Ford. Drive One." Developed under the guidance of new chief marketer James Farley, the effort was
created by WPP's Team Detroit and replaces the automaker's "Bold Moves," approach.
Ford CEO Alan Mulally has been trying to push a unified global brand message but before that
happens, says one company insider, "we have to stop the bleeding in North America." Farley came to Ford from Toyota last fall, and "Drive One" sounds more retail-oriented. That's no accident as Farley
has been working closely with dealers to give them more ad dollars at the local level -- and they have had a lot of input for the new campaign.
Farley is also shifting a lot of
marketing money previously spent nationally to dealers and sales regions.
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