MindShare secures Land Rover

Ford has centralised its entire car business into MindShare, after handing the agency the Land Rover brief, worth pounds 12 million in the UK.

Ford has centralised its entire car business into MindShare, after handing the agency the Land Rover brief, worth pounds 12 million in the UK.

MindShare takes charge of the international account with immediate effect, and a team is planning TV activity for February.

Land Rover opened discussions with MindShare in July, shortly after the car manufacturer was purchased by Ford (Media Business, 24 July).

Although there was no formal pitch process, Land Rover used media auditor Barsby Rowe in its decision to either stay with Zenith or join the rest of the Ford group at MindShare.

Nick Waters, worldwide group managing partner at MindShare, said there had been no guarantees Land Rover would award its media planning and buying account to MindShare.

'Although cost efficiencies were available through centralising the business, Zenith had a good track record with Land Rover,' he explained.

Waters said MindShare had not presented its credentials to Land Rover and the account win had been the result of a competitive process.

He added that he was looking for a team to work on the Land Rover account.

MindShare now holds the entire Ford portfolio, comprising Ford, Land Rover, Jaguar, Volvo and Mazda.

According to AC Nielsen, Land Rover has spent its media budget predominantly on television and press over the past 12 months.

Last month, Land Rover appointed Rainey Kelly Campbell Roalfe/Young & Rubicam to handle its pounds 50 million global account.



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