Ford UK campaign puts rally driving in media spotlight

LONDON - Car giant Ford has handed consumer shop Freud Communications a motorsport PR brief, designed to take rallying into the mainstream consumer press.

Ford Rally Sport -- the group's rallying subsidiary -- took on Freuds to lead the comms push, with a specific brief to raise the profile of the brand and sport outside the specialist press.

The agency won the 'substantial six-figure fee' account without a competitive pitch.

Freuds director Oliver Wheeler said the agency had a specific brief. "Our job is to take the whole concept of rally driving and move it into the national and lifestyle media," he said.

Freuds reports to Ford chief press officer for product and motorsport communications, Phil Hale.

Hale said all PR for Ford Rally Sport had been done in-house before Freuds' appointment.

Freuds will also handle PR for Ford's 2002 rally team, which is based in Cumbria and consists of Colin McRae, Markko Martin and Carlos Sainz.

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