In addition to strategy and optimization of digital platforms, it starts to centralize media purchases
Ford ended its industrial operation in the Brazilian market in 2021, after more than a century of history that included launches of classics such as Landau, Maverick, F75 and F100 pickups, Rural, Ford Ka, Eco Sport and, of course, the purchase from the iconic Willys (Do like Ford, buy a Willys). But if the face-to-face cycle ended, the brand remains and, consequently, its communication demands to market products such as SUVs, pickup trucks and other models imported from factories in Argentina and the United States.
Now, the American automaker is taking a new step towards meeting its market needs in Brazil. Last week, it began a new relationship with the VMLY&R agency, which since last year has taken over part of the management of its below the line advertising and the absorption of GTB, the WPP group agency that was dedicated to servicing Ford in the strategy, creation, production and optimization of digital platforms, as well as the entire experience of the consumer’s digital journey, which includes analytics, UX/UI, shopper and social networks, among other services. The scope also includes the customer experience and events area, developed in partnership with the VMLY&R Commerce unit (formerly Geometry).
From 2018 to 2021, BBDO Energy was responsible for media planning, as well as strategy and creative, for Ford. However, in 2022, the advertiser orchestrated a global move and replaced the Energy network with Wieden+Keneddy, which ended up with the global strategy and creation parameters. Here in Brazil, in addition to the scope we already had of digital and brand experience, we have now gained the media part – a movement that ends up being aligned with the work of WPP, which takes care of the area worldwide, clarifies the agency.
We have already expanded our customer services in less than a year of joint action, which shows the commitment and trust we have established with Ford, which is a global automotive icon and has been doing a wonderful job of digital transformation, celebrates executive Fernando Taralli, CEO of VMLY&R in Brazil and chief integration officer of the network in the Latam region.
