- Ford Credit, the financial arm of the Ford Motor Company, has hired Ammirati Puris Lintas to develop a £12 million advertising campaign in the UK.
The appointment will help Ford Credit to co-ordinate its drive for more customers across Europe and to attract non-Ford drivers to its various services, which include motor insurance.
Five other unnamed agencies were approached about the pitch, which was overseen by the AAR. Ford's roster agencies, Young & Rubicam, Ogilvy & Mather and J. Walter Thompson, were not included in the conversations.
Ford Credit kicked off its search for an agency in the face of increased competition in the financial services market from companies including Tesco and Virgin (Campaign 6 August). It is believed to be considering launching new services including a credit card.
The campaign will attempt to attract non-Ford customers to Ford Credit's products. Until now, potential customers have been approached through individual dealerships.
The company is looking to use a variety of media, including the internet, to target customers. Much of the spend is expected to be on above-the-line advertising, however.
The decision to search for an agency came as Ford Credit consolidates its businesses across Europe it is currently run on market-by-market basis. However, it has yet to emerge if APL has won the business in the rest of Europe.
Neither Ford Credit nor APL were available to confirm the appointment as Campaign went to press.