Ford Motor Company | Company Profile, Marketing Contacts, Media Spend, Brands
Ford Motor Company is a manufacturer of cars and trucks. The company operates in two segments: Automotive and Financial Services. The Automotive sector includes the operations of The Americas, Ford Europe and Premier Automotive Group, and Ford Asia Pacific and Africa/Mazda segments. The Financial Services sector includes the operations of Ford Motor Credit Company (Ford Credit), which is engaged in vehicle-related financing, leasing, and insurance.
|Main Telephone||01277 253 000|
Ford Motor Company ContactsContacts (5/15)
|Matt V.||Vice President, Marketing - Europe||Essex|
Sample of Associated Brands
|Lisa B.||Marketing Director||Essex|
|Tim H.||Executive Director, Communications & Public Affairs||Essex|
|Anthony I.||Marketing Communications Director, Ford of Europe||Essex|
|Lyn W.||Brand Content Manager - Europe||Essex|
|Ford Motor Company||********|
|**** *-***||********* **||Media Buying, Media Planning||unknown||present|
|**** ********||********* **||Media Buying, Media Planning||unknown||present|
|**** **** *******||***||Creative||unknown||present|
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Account in Jeopardy- Score 74: Ford of Europe names VP marketing to drive millennial enagement
Subject: Programmatic, Digital, Millennials, Sponsorship, Social.
Company: Ford of Europe is a manufacturer of cars and trucks.
Opportunity: Appointed Matt VanDyke as VP of marketing to succeed Gaetano Thorel, who will leave after four years in the role. Working with Ford of Europe boss Jim Farley, former CMO for Ford US, VanDyke will take over European product marketing, consumer research, digital marketing, brand management, commercial, revenue and communication work.
Agencies should note that VanDyke was known to help turn Lincoln, a traditionally 50+ brand, into one that would appeal to a younger crowd. He is likely encouraged to do the same with Ford in Europe after the brand has already made efforts to appeal to the younger gens via the launch of its GoPark app. Currently, Ford's Fiesta brand is doing the best in Europe, so start your conversations there.
Ford has run twice as many display ads in the last 12 months than the prior year, so digital sellers and programmatic shops should be all over this opp. WPP's agency, recently rebranded as GTB (formerly known as Blue Hive), has handled Ford of Europe's through-the-line account since its creation in 2010. MindShare handles the media account.
Agencies should approach knowing that the UK is the best performing country in Europe for Ford sales, however Brexit delivers an uncertainty for the automotive industry as a whole.
Experience: Having spent the last nearly four years in the US as director of global Lincoln marketing and sales, VanDyke has been with Ford Motor Company since April 2008. He was behind the multi-year partnership with celebrity Matthew McConaughey, which helped to promote Lincoln as a younger brand.
Media Spend: Spent £52m last year on TV, radio, press, outdoor, door drop, direct mail, digital and cinema, according to Nielsen. Ford spend half of that in Q1 this year, double what was spent last Q1.
Digital Breakdown: Per Moat, Ford has run 639 standard display ads with 1,775 publishers in the last 12 months. Of those, 48% were published site-direct versus programmatic. Top destinations included cars.com, cancan.ro and techcrunch.com. Ford also ran 688 high impacts on 71 publishers (39% premium format) and 156 video ads during this time.
Of the 43 video ads run in 2016, 58% were published site-direct, leaving just under half to use programmatic technology.
In comparison, in the year to 30 Jun 2015, Ford ran 321 standard ads with 1,400 publishers (5% mobile). Of those, 58% were published site-direct. The brand also ran 331 high impacts and 23 video ads.
Target Audience: Young executives, businessmen, small families
Competitors: Toyota, Honda, Hyundai, Tata, Chevrolet and Fiat Chrysler, which very recently took Ford's place as EU's fourth ranked automaker. (research here)
Ford of Europe
Eagle Way Brentwood, Essex CM13 3BW England, 01277 253 000
Mr Matt VanDyke
VP of Marketing, EMEA
Mr Anthony Ireson
Director, Marketing Communications
Ms Rachel Moore
Media & Sponsorship Manager
Ms. Georgia Vine