Ogilvy expands Ford role after UK consumer comms review

Ogilvy PR is to extend its work with Ford to provide consumer and lifestyle comms, following a competitive pitch.

Ford: Ogilvy PR to provide UK consumer and lifestyle comms
Ford: Ogilvy PR to provide UK consumer and lifestyle comms

The pitch process, which began earlier this year, saw Ogilvy pitted against fellow WPP agencies Burson-Marsteller and Clarion as part of a review of Ford’s consumer comms account.

Ogilvy had previously been brought in to work on Ford UK's recent integrated marketing campaign, Unlearn.

A Ford spokeswoman said: "We use a wide range of WPP agency partners including Hill & Knowlton, Burson-Marsteller, Ogilvy PR, Cohn & Wolfe and others. Moving forward, Ogilvy PR will be expanding its role in the consumer and lifestyle space."

The car manufacturer also said that Burson-Marsteller would provide "expanded pan-European corporate comms support".

Marshall Manson, Ogilvy PR UK chief executive, said: "We are delighted to be working with a client such as Ford and look forward to continuing to grow consumer engagement with this revered automotive brand."

In an interview with PRWeek published last month, Ford's in-house comms team stated that it had a global agreement with WPP that meant it could use any WPP agency in any country for PR support, and that BM was its retained consumer comms agency.

The win does not affect BM's role in the US as Ford's lead agency. BM was not available for comment. 

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