Ford Motor Co. hasn’t lost all hope that it will be able to revive its Lincoln brand. In fact, it has formed a "luxury-oriented boutique agency" that would be tasked to handle just Lincoln. This new agency is being established in collaboration with the Team Detroit agency that has previously managed the Ford as well as the Lincoln brands.
The name of this agency isn’t known yet but it’s expected to open on the first day of January in New York with a total of 45 people.
WPP, the owner of Team Detroit, will also have this new agency under its wing. Heading it is its president, Cameron McNaughton, a veteran in the auto industry, who has served as the consultant for brands like Audi, BMW, Chevrolet, Hyundai and Porsche. In the past, he had managed his own consultancy named McNaughton Automotive Perspectives.
This agency’s creative director would be Jon Pearce, who was the creative director of BBH, a New York agency where he led creative work for clients like Johnnie Walker, Westin Hotels and Resorts, Unilever's Vaseline Global account and the BBC.
Team Detroit will retain some of the support functions for Lincoln like client accounting, digital programming, media buying and creative production. According to Martin Sorrell, CEO of WPP, the company is “extremely fortunate” that McNaughton agreed to oversee this new team for Lincoln.