Ford Credit, the financial arm of the Ford Motor Company, has
appointed Ogilvy to its pan-European advertising account.
Ogilvy & Mather, OgilvyOne and Ogilvy Interactive are understood to have
pitched against Young & Rubicam and the incumbent, Wunderman Cato
Johnson, to secure the business. Ammirati Puris Lintas was involved at
an early stage but lost its place owing to its merger with Lowe
Howard-Spink, which handles advertising for General Motors. The pitch
was overseen by the AAR.
The value of the task is undetermined. Insiders say that the financier
is considering a number of projects and the adspend will depend on the
amount of projects undertaken.
One of the projects it is understood to be considering is financing the
purchase of second-hand cars and then giving them a quality
Another plan being considered is the launch of a Ford-branded credit
The main aim of the advertising will be to generate loyalty for the main
O&M’s managing director, Richard Pinder, who led the pitch, said: ’We
have been hired to do creative and marketing work for Ford Credit on a
number of projects.’
The company began the search for an agency in August, when it said that
it was only considering non-Ford agencies. A month later, it appointed
APL to its UK business. Since then, a new European sales and marketing
director, George Halloran, has been appointed and the relationship with
APL has come to an end.
The win marks a turn in Ogilvy’s fortunes with Ford. In recent years, it
has lost substantial chunks of its European Ford business to Y&R.