MindShare wins Ford media role

MindShare has succeeded in recouping the Ford European media planning task after several months of confusion over which media agency was handling the business.

MindShare has succeeded in recouping the Ford European media

planning task after several months of confusion over which media agency

was handling the business.



MindShare, which is the incumbent on the Ford media buying account

across Europe, has been battling to retain the media planning business

since a question was raised over whether the planning would move into

Ford’s lead creative agency, Young & Rubicam.



The media planning came under the spotlight when Y&R picked up the

creative accounts for the Focus, Ka, Fiesta, Explorer, Windstar and

corporate branding work in July from MindShare’s sister creative agency,

Ogilvy & Mather.



Y&R had thought it would take on the media planning for these new

accounts to add to its Puma, Cougar and Galaxy planning business.



However, no official decision was taken on the media planning account

and both MindShare and Y&R’s media planning operation, the Media Edge,

have been working on the business since July.



According to one insider, the confusion resulted in ’four or five months

of awkwardness’ over media planning on the Ford brands, which was

resolved this week when Ford confirmed that all of the media planning

will now be handled by MindShare alone.



The decision also lays to rest speculation that Y&R could take on the

media buying task in a full-service centralisation.



MindShare now has all Ford media business in 19 countries around Europe,

including all main markets except Germany and Finland.



Y&R has been chipping away at the Ford business for more than ten

years.



The agency’s creative coup in the summer dealt a serious blow to O&M,

and Y&R seemed well placed for more triumphs.



However, Ford decided to keep its media planning and buying accounts

aligned in a single European network, and MindShare’s track record on

the business ultimately secured the centralised account.



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