O&M completes clean sweep with pounds 12m Ford

Ogilvy and Mather has scooped Ford’s local dealer advertising, worth pounds 12 million, following the car giant’s decision to integrate its brand message across all its advertising efforts.

Ogilvy and Mather has scooped Ford’s local dealer advertising,

worth pounds 12 million, following the car giant’s decision to integrate

its brand message across all its advertising efforts.



O&M now handles all three sections of Ford’s advertising. It already

works on the bulk of the pounds 65 million main advertising account,

known as tier one, and the Ford Dealer Advertising Association’s pounds

11 million television business, dubbed tier two. The new business, or

tier three, comprises all the press and radio work currently organised

by each individual dealer. Young and Rubicam retains the Ford Galaxy

account.



The money will come from new levies to be imposed on dealers on each

vehicle sold. Dealers were informed of O&M’s appointment by Ian

McAllister, Ford UK’s chairman, at a conference in Birmingham last

week.



David Magliano, O&M business director on FDAA, said: ’This strengthens

our relationship with Ford on the back of our outstanding performance

for 1996, and thrusts O&M to the front edge of providing quick-response

retailer advertising.



’The new money will be spent on radio and local press and sweeps aside

the fragmented approach that car dealers have traditionally taken to

promoting themselves locally.’



O&M will put an extra 13 staff to work on the new business, which will

be run by Magliano. The agency has this week set up a creative

quick-response unit which will report directly to Leon Jaume, the

creative director on Ford.



Meanwhile, the Network, O&M’s media arm, has set up a specialist press

planning and buying unit, which will be run by Nick Waters, a Network

director on Ford.



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