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The conclusion of ‘an arranged wedding’ – just what the Ford-WPP split that is creative for bespoke agencies

The conclusion of ‘an arranged wedding’ – just what the Ford-WPP split that is creative for bespoke agencies

As Ford splinters its marketing company after a lengthy marriage with WPP in preference of a “multi-agency” proposition, The Drum unpicks exactly what took place behind the scenes and exactly what this means money for hard times of specialized agency models.

Since April, a $4bn cloud has loomed big over WPP’s Global Team Blue (GTB), the bespoke agency developed to service the worldwide Ford marketing account. Despite efforts to persuade the carmaker it absolutely was nevertheless the most readily useful (and just) team to take care of innovative, after having a review that is six-month Omnicom’s BBDO has been called lead agency with Wieden+Kennedy assigned as a development partner to unique tasks.

Standing at years old, the relationship that is creative Ford and WPP was indeed an enduring rarity in marketing.

It began with JWT 75 years back in 1943 (while it will continue in some form – with WPP retaining activation and media (which was never up for review) as well as several other bits of business – BBDO’s appointment as creative agency of record agency is undoubtedly a blow to the GTB one-agency model before it was acquired by WPP in 1987) and.

GTB had been created in 2006 aided by the integration of five WPP agencies, including JWT, Ogilvy, Mindshare, Y&R and Wunderman, to get results clearly regarding the Ford account beneath the name ‘Team Detroit’.

Simply 2 yrs ago, WPP chose to assemble Team Detroit, Blue Hive (the agency that is bespoke managed Ford’s European through-the-line company) and Retail First (another US Ford agency) underneath the solitary GTB device.Continue reading