In a massive about-turn, Ford of Europe has returned lead agency status to Ogilvy & Mather just two years after it handed the bulk of its business to Young & Rubicam.
The move sees O&M regain the Fiesta, Galaxy, Ka and Focus ad accounts.
The win is estimated to be worth pounds 100 million to O&M Europe.
O&M is also expected to retain the pounds 30 million Ford dealership business and take on advertising for Cougar, and Puma, contrary to reports.
Ford's move back to O&M follows the initiation earlier this year of a restructuring of global operations by the chief executive, Jacques Nasser.
Meanwhile, Y&R denies that it has won the pounds 50 million Land Rover account.
However, sources close to the account said Y&R is the front runner for the business. A decision is expected next week.