Ford shifts Warriors in Pink effort to Ogilvy PR

Ford Motor Company has selected Ogilvy Public Relations for its Warriors in Pink breast cancer awareness program following a competitive pitch.

DEARBORN, MI: Ford Motor Company has selected Ogilvy Public Relations for its Warriors in Pink breast cancer awareness program following a competitive pitch.

The agency, which went up against firms including incumbent Havas PR, was chosen because of its “strategic mindset,” said Tracy Magee, primary brand experiential marketing manager at Ford.

She added that Havas was a strong partner for the last three years and it was a tough decision, but having “fresh eyes on the program” is important to Ford.

“It was our most [award-winning] account of the last three years, but we always knew that it would become part of the WPP [Group] family since we were in fact a supplier to [WPP agency coalition] Team Detroit,” said Marian Salzman, CEO Havas PR, in an emailed statement. “They are a fabulous cause, wonderful people, and deserve the best of everything.”

She added that Havas “will keep buying their merchandise and spreading the good word” for the program.

When it begins work on the account in January, Ogilvy will support Warriors in Pink on its 20th anniversary through 2014, helping “to make people realize and recognize that [breast cancer] is a 365-day-a-year battle for women and men and co-survivors,” said Magee.

Ogilvy, which will manage media relations for the program and help with social media strategy, will focus on inserting the topic of breast cancer into everyday conversations.

“The more awareness we can help generate, the more good we can do,” said Ogilvy PR North America CEO Robert Mathias.

The firm will also help with surveys and event support for Warriors in Pink at Susan G. Komen for the Cure races through the year.

Magee said Ford and Ogilvy are still in the planning stages for global strategies for the group's 20th anniversary, but it will look to get the word out about its efforts in new ways.

Ogilvy's consumer and health and wellness teams will both work on the account, which will provide the agency with a “tremendous opportunity to bring those skill sets together,” said Mathias.

The initial contract is for one year. Budget information was not disclosed. 

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