Media publication Mumbrella said that the local change followed a global move where Ford moved to BBDO as its agency around the world. It named independent agency Wieden + Kennedy as its new lead global creative and brand strategy partner.
In Australia, the change means Ford will reunite with its bespoke WPP agency, Global Team Blue (GTB).
Mumbrella said GTB was the merged business of dedicated Ford Motors agencies Team Detroit, Blue Hive and Retail First created in 2016, two years before the Ford account was lost to Clemenger BBDO.
Ford Australia and New Zealand communications director Matt Moran said that the move was attributed to a “global move to drive brand consistency and provide greater operational efficiencies.”
“As part of a global move to drive brand consistency and provide greater operational efficiencies, in 2023 we’ll be consolidating our agency model in Australia with WPP, to complement the work they do for us locally in media buying, planning and activations,” Mr Moran told Mumbrella.
“We’d like to thank BBDO for their great partnership – their work on our recently launched Ranger Unlimited Test Drive and Next-Gen Everest campaigns are two examples of our successful collaboration.
“We look forward to working with WPP to bring to market a number of exciting initiatives in 2023.”
Ford first appointed WPP agency JWT in 1943 to make it one of the longest creative partnerships in Australian advertising history at 75 years.
Over its four-year tenure, Clemenger BDDO has produced local campaigns for Ford, most recently the launch of the Next-Gen Everest with a new campaign in October.
The campaign was launched with inspiration from the car’s namesake. The ad agency said that like the mountain, the Next-Gen Ford Everest “aims to evoke a sense of exploration, curiosity, and adventure in its owners, with the capability and versatility to conquer anything.
“The Clemenger BBDO campaign celebrates Next-Gen Everest owners who throw themselves into whatever challenge lies in front of them, no matter how big or how small.”
Clemenger BBDO chief creative officer Jim Cutis said in launching the campaign that “the next-generation Ford Everest has been built to handle whatever challenge modern life throws at us. From climbing a rugged mountain, to even the more daunting task of organising a six-year-old’s birthday party.”
Ford Australia general manager of marketing communications, John Hatzimanolis said: “The next-generation Ford Everest offers both rugged capability and uncompromising versatility, making it a compelling proposition for families with an adventurous spirit who need a vehicle that matches every challenge of modern life.”
By Neil Dowling
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