Ford and Team Detroit to set up new ad agency for Lincoln

Article by Christian Andrei, on December 16, 2011

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.

Ford bets on the redesigned 2011 Lincoln MKX

The redesign done for the 2011 Lincoln MKX was not limited to one area but all aspects of the vehicle. Thus while both the exterior and the interior have a new design, the latter also shows use of excellent materials. Its powertrain is new as well, offering unparalleled fuel economy. Driving dynamics has been improved with new wheels and tires being fitted.

It also comes with the latest features and the newest technologies not yet seen on any other model. When combined, the goal is to give a luxury experience that is one-of-a-kind. However what makes this model stand out from the midsize luxury crossover is not only the design that utilizes the best materials and world-class craftsmanship but also the inclusion of technologies that is truly industry-exclusive.

One of this is the driver connect technology called MyLincoln Touch which is equipped as standard in the 2011 Lincoln MKX. It allows drivers to connect to the in-car technologies and their own digital lives in a simpler, safer, and smarter way. It therefore brings with it a new level of driving experience. Chief Engineer Elaine Bannon shares that with the 2011 Lincoln MKX, the company made sure not to compromise on the luxury.

The brand was able to achieve excellence through its driving experience, ergonomics, fuel economy, material selection, power, and technology, she continued. Everything is then put inside a beautiful package, she added. Group Vice-President for Global Product Development Derrick Kuzak meanwhile shared that with the mix of luxury, performance, and style, the 2011 Lincoln MKX is expected to bring new customers to its showroom in a manner only few products have done in the past.

Customers have been telling the company that they want a vehicle that shows style and that’s fitted with the latest technologies and this new offering more than meets those requirements, he added. The new design language for example will give the new 2011 Lincoln MKX a stylish and unique silhouette that customers will love, he said further, while the MyLincoln Touch technology will change how customers are able to interact with their cars.

Topics: ford, lincoln

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