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
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
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.