O&M and Y&R fight to handle pan-Euro Ford Puma ad task

Ogilvy and Mather, Ford UK’s agency, is battling with Young and Rubicam for the dollars 15 million pan-European launch account of the new sports coupe, the Puma.

Ogilvy and Mather, Ford UK’s agency, is battling with Young and

Rubicam for the dollars 15 million pan-European launch account of the

new sports coupe, the Puma.



Both roster shops have presented campaign ideas to Ford Europe in the

past month and are expecting a final decision next week. Y&R handles

Ford’s account in Germany and the pan-European advertising for the

Galaxy marque.



According to sources close to Ford, Y&R is hoping to net the Puma launch

as a reward for its work on Galaxy. ’Y&R wants to be the second roster

agency in the UK,’ one insider said. The account is likely to total

pounds 6 million in the UK.



The pitch follows Ford’s decision to run more campaigns across Europe to

achieve economies of scale. However, Pete Townsend, Ford Europe’s

manager, marketing, insisted that Ford had not yet decided whether to

promote the Puma with a pan-European campaign or with locally generated

work.



Y&R hoped to land more Ford business after winning the Galaxy launch in

September 1994. However, O&M has improved its creative work for the car

giant following the appointment of Leon Jaume as creative director on

Ford.



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