Y&R beats O&M to Ford Puma task

Young and Rubicam has won the battle against Ogilvy and Mather for the dollars 30 million pan-European launch of the Ford Puma, after creative work from both agencies was put into research.

Young and Rubicam has won the battle against Ogilvy and Mather for

the dollars 30 million pan-European launch of the Ford Puma, after

creative work from both agencies was put into research.



The decision comes as a blow to O&M, which handles Ford’s advertising in

the UK and in all the countries across Europe apart from Germany, where

the account is held by Y&R.



Ford is expected to spend about pounds 6 million on TV, press and poster

advertising for the launch of the Puma in the UK.



Y&R has been looking to expand its Ford business in the UK since it won

the pan-European launch of the Galaxy in September 1994, which the

agency says proved to be Ford’s most successful launch.



Both agencies presented campaign ideas to Ford Europe last month

(Campaign, 28 February). Before a final decision, the creative work also

had to be approved by Ford’s UK bosses.



Y&R referred all calls to Peter Townsend, Ford Europe’s manager,

marketing, who refused to comment on the appointment, but would not deny

that Y&R will handle the Puma launch.



The motor industry is moving towards pan-European car launches, which

provide economies of scale for the manufacturers. The creation of

pan-European advertising campaigns is a natural extension of this

trend.



All Ford media in the UK is handled by the Network, O&M’s media arm,

which will plan and buy media for the launch of the Puma in the UK.



The Puma is a sports coupe model and will compete head on with the

Vauxhall Tigra.



O&M, which won praise from the industry for the improvement in its Ford

ads last year, launched the Ford Ka in the UK last autumn, and also

recently created a series of ads for the Ford Fiesta.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content