Ford of Europe is to hold a pitch for a consumer account to promote the new Fiesta, which will be available in the UK in October.
Ford announced last week that it would be calling its new ‘supermini' a Fiesta,
using the name of one of the company's most enduring brands. The company is billing the car as ‘fun-loving and fashionable, sensational and safe'.
Ford of Europe PR manager Fiona Pargeter confirmed that the review was at the early stages, adding that the company had talked to several agencies, but none had yet pitched. She said Ford hoped to have an agency in place by the end of March.
The agency will operate in six countries across Europe. Pargeter said it was ‘too early' to talk about the exact brief. But the activity will focus on the release of the new model.
The Fiesta is an important release for loss-making Ford, which is keen to succeed in the growing ‘subcompact' car market.
The model will be unveiled at the Geneva Motor Show on 4 March.
The original Fiesta was launched in 1976. Meanwhile, General Motors has hired Cow PR and Idea Generation after a competitive pitch.
Cow will promote two Vauxhall launches in 2008, including the Insignia mid-sized saloon, due to be launched in July.
Simon Ewart - manager of consumer comms at Vauxhall - said Idea Generation's brief was to ‘champion Vauxhall's design credentials', and to extend the agency's previous project - The Vauxhall Art Car Boot Sale.
Vauxhall has used Jackie Cooper PR, Bell Pottinger and Resonate in the past.