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|Nigel J.||Group Account Director - Ford Motor Company||MI|
Sample of Related Brands
|Cheryl D.||Vice President, Account Business Operations||MI|
|Greg E.||Executive Vice President & Chief Operations Officer||MI|
Male Millennial Media Opps: Ford CEO steps down amid national TV spend decrease
Ford Motor Company CEO and president Jim Hacket is retiring and will be replaced by COO Jim Farley, effective October 2020. Hacket will remain in a special advisor role until March 2021. Ford hired Farley in 2007 as global head of marketing and sales; he has since held a variety of roles. Ford also promoted several members of its marketing team in June 2020. Rajoielle Register was promoted from head of brand strategy and growth audience marketing to head of global brand experiences. David O'Brien was promoted from commercial marketing analyst to commercial solutions marketing specialist. Finally, Sarah Teutsch was promoted from business development specialist to marketing specialist. These promoted decision makers and marketers may impact the marketing strategy and agency relationships.
The company released a new version of the classic Bronco last month to compete with the Jeep Wrangler. According to CNBC, Ford has over 150k reservations for the vehicle and predict it to be one of its top-selling models.
Per Pathmatics, Ford garnered 6.3b digital impressions over the last 365 days via desktop video ads (63%), desktop display ads (19%), Facebook ads (14%), mobile display ads (3%) and mobile video ads (1%). The majority (91%) of these ads were placed site direct onto sites such as youtube.com, facebook.com, yahoo.com, hulu.com and cnn.com. It spent $76.4m in this channel over the last 365 days, a 9% increase from $70.4m during the 365 days prior.
Magellen reports the automaker placed 247 podcast ads over the last year.
According to $206.9m during the same time period of 2019. Spend in this channel has been declining; it dropped from $444.6m in 2018 to $392m in 2019.
Sellers-- Ford mainly targets male millennials through digital display and national TV ads. Its top spending period is typically Q4 during the holidays, so reach out soon to be in position to secure those dollars. The company also invests in local marketing methods such as OOH, print and radio ads.
Agency & martech readers-- It may be worth reaching out as the new CEO has marketing experience and may make changes to the agency roster. You will face competition from Wieden + Kennedy splitting creative. Agencies located near the company's Dearborn MI headquarters will likely have more success.