As part of its efforts to create a distinct identity for Lincoln, Ford has developed what it terms a “luxury-oriented boutique agency” that will focus exclusively on the struggling brand.
The new marketing agency is being established in partnership with Team Detroit, an agency that previously handled both Ford and Lincoln. Auto industry veteran Cameron McNaughton, who has consulted for Audi, BMW, Chevrolet, Hyundai and Porsche, has been named president of the unnamed agency.
“Our goal is simple: To help our partners at Lincoln create a new future for their brand as it reinvents itself,” McNaughton said.
The agency, which will employ about 45 people, will handle accounts and creative development while also conducting media and strategic planning. Team Detroit will continue to handle media buying and accounting.
Jim Farley, Ford’s head of global marketing, said in a statement: “We’re reinventing the Lincoln product and ownership experience and working to make it a unique, compelling proposition for today’s luxury customer. Assembling a talented, Lincoln-only creative agency team, in partnership with Team Detroit and WPP, to build this brand is an important next step in our plan.”
References
1.’For develops Lincoln-specific…’ view
2.’Ford, Team Detroit…’ view
