Ford Credit, the financial arm of the Ford Motor Company, has hired
Ammirati Puris Lintas to develop a pounds 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 on the list.
Ford Credit has 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). Ford is believed to be
considering launching new services including a credit card.
The campaign will attempt to attract non-Ford customers. Until now,
potential Ford Credit customers have been approached through individual
The company plans to use a variety of media, including the internet, to
target customers. Much of the spend is expected to be on above-the-line
The decision to search for an agency came as Ford Credit consolidates
its businesses in Europe, currently run on a market-by-market basis.
However, it has yet to emerge whether 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.