the conclusion of ‘an arranged wedding’ – what the Ford-WPP innovative split means for bespoke agencies
As Ford splinters its marketing company after an extended wedding with WPP in favour of a “multi-agency” proposition, The Drum unpicks what occurred behind the scenes and exactly what it indicates money for hard times of specialized agency models.
The bespoke agency built to service the global Ford advertising account since April, a $4bn cloud has loomed large over WPP’s Global Team Blue ( GTB. Despite efforts to convince the carmaker it absolutely was nevertheless the greatest (and just) team to take care of imaginative, following a six-month review, Omnicom’s BBDO has been called lead agency with Wieden+Kennedy assigned as a development partner to unique jobs.
Standing at years old, the relationship that is creative Ford and WPP was indeed a suffering rarity in marketing.
It began with JWT 75 years back in 1943 (before it had been obtained by WPP in 1987) even though it’s going to continue in certain type – with WPP keeping activation and news (that was never up for review) along with some other items of business – BBDO’s appointment as imaginative agency of record agency is without a doubt a blow towards the GTB one-agency model. Read more