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GTB | Agency Profile, Contacts, AOR, Client Relationships
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- Main Telephone
- (214) 468-3460
Primary Address
500 North Akard Street
Suite 2100
Dallas,
TX
75201
USA
GTB Contacts
Contacts (2)
| Name | Title | State | ||||||||||||
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| Mike R. | Associate Account Director | TX | ||||||||||||
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| Brett P. | Vice President & Director, Marketing | TX | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Male Opps: Ford taps new influencers amid CMO search (Score 61)
- Sydney Sweeney, Dee Bryant, and Kai Lenny appear in the campaign, which is the first work from Ford's "Built Ford Proud" campaign in three years.
- Sweeney will also host an Auto 101 TikTok series to provide education on fundamental vehicle maintenance.
- The work with Bryant also promotes the new 2024 .
- Finally, Lenny worked with Ford on a new line of surfboards, eight of which will be donated to Lenny's Maui-based charity, the Positively Kai Foundation.
- The campaign includes several spots that rolled out across social media and connected TV (CTV).
- It was designed to build relevance with a younger generation.
- The effort marks a shift of attention to drivers of Ford's cars rather than its vehicles by highlighting drivers' passions while explaining how the company helps them reach their goals.
- The campaign was made by creative and brand strategy AOR .
- Artemis Strategic Partners handled PR for the campaign.
- The company will likely:
- Pursue additional influencer partnerships
- Return to higher spend
- Seek new agency partners, especially once it taps a new CMO (more below)
- Target demographic:
- Gen-Z and millennials with a male skew
Recent leadership shifts:
- This shift closely follows the departure of Joy Falotico, who retired earlier this year after having been the CMO and president of Ford's division.
- She also served s Ford's CMO from March 2018-January 2021; the company doesn't currently seem to have a CMO.
- In December 2022, Ford named Mark Dipko as its product marketing VP.
- Dipko joined from Amazon, where he was the head of automotive product marketing.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Ford has spent approximately $23m on national TV commercials YTD, less than half of the approximately $69.2m spent by this point last year.
- Last year: The automotive company spent around $117.6m on this channel last year after having spent much more, around $294.8m, in 2021.
- 2023 ad programming: Ford's 2023 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, NASCAR Cup Series, College Football, and College Basketball.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has allocated roughly $3.1m toward digital ads, 34% less than the roughly $4.7m allocated within the same 2022 timeframe.
- YTD data: Ford has earned ~367.2m digital impressions since the beginning of 2022 using YouTube (32%), Facebook (30%), Instagram (1%), desktop display (13%), desktop video (2%), and mobile display (1%) ads.
- Last year: In 2022, the company's estimated full-year spend of $21.7m reached about a third of that of $60.1m in 2021.
- Additional channel insights
- The company utilizes local broadcast, print, radio, OOH, Google Ads, Facebook, and online video (Youtube.com) ads.
- Ford sponsors podcasts such as Up First, Planet Money, The John Batchelor Show, TED Radio Hour, and The Kyle & Jackie O Show.
- The company invests in short-form DRTV.
- It has very highly concentrated network TV coverage and will not likely launch a new campaign soon.
Additional agency insights:
- Opportunity: Get in touch soon to remain top-of-mind when Ford finds a new CMO.
- You may especially benefit from offering brand-specific support for Lincoln, but overall company hires are also possible.
- An advantage will go to those with automotive expertise.
- Current agency roster:
- Wieden + Kennedy NY: Creative and brand strategy AOR (October 2022)
- Mindshare: Media agency partner (at least for this campaign project)
- VMLY&R: Agency partner (at least for this campaign project)
- VaynerMedia: Agency partner (at least for this campaign project)
- BBDO Worldwide: US CRM/Creative AOR
- July 2022)
- : Media (buying, planning, and activations)
- : Creative and media planning AOR
- : Multicultural agency partner
Insight Sources: Broadcast insights estimated by .