MindShare has succeeded in recouping the Ford European media
planning task after several months of confusion over which media agency
was handling the business.
MindShare, which is the incumbent on the Ford media buying account
across Europe, has been battling to retain the media planning business
since a question was raised over whether the planning would move into
Ford’s lead creative agency, Young & Rubicam.
The media planning came under the spotlight when Y&R picked up the
creative accounts for the Focus, Ka, Fiesta, Explorer, Windstar and
corporate branding work in July from MindShare’s sister creative agency,
Ogilvy & Mather.
Y&R had thought it would take on the media planning for these new
accounts to add to its Puma, Cougar and Galaxy planning business.
However, no official decision was taken on the media planning account
and both MindShare and Y&R’s media planning operation, the Media Edge,
have been working on the business since July.
According to one insider, the confusion resulted in ’four or five months
of awkwardness’ over media planning on the Ford brands, which was
resolved this week when Ford confirmed that all of the media planning
will now be handled by MindShare alone.
The decision also lays to rest speculation that Y&R could take on the
media buying task in a full-service centralisation.
MindShare now has all Ford media business in 19 countries around Europe,
including all main markets except Germany and Finland.
Y&R has been chipping away at the Ford business for more than ten
The agency’s creative coup in the summer dealt a serious blow to O&M,
and Y&R seemed well placed for more triumphs.
However, Ford decided to keep its media planning and buying accounts
aligned in a single European network, and MindShare’s track record on
the business ultimately secured the centralised account.