Concluding a high-stakes global creative agency review, Ford has hired BBDO as its lead global brand creative agency. But it will keep WPP for significant pieces of the business, including media planning and buying, shopper marketing and CRM. WPP will also retain Ford's multicultural and so-called "tier 2" dealer advertising. Wieden & Kennedy is coming aboard as a creative and innovation partner for specific projects, according to Ford.
Ford will also bolster its in-house marketing with 100 global marketing positions tied to brand design, media tools, technologies and partnerships as well as digital labs and customer experience, the automaker announced.
With the review, Ford is targeting $150 million in "annual efficiencies," as part of what it describes as a "more agile marketing model."