Ford readying its first global marketing launch of 2011 Focus

Article by Christian Andrei, on August 29, 2010

Ford Motor Co. is preparing to unveil the new Focus, at the Detroit Auto Show next month. It will be Ford's first global marketing launch of a mass-market car.

Instead of using the dozens of various ad campaigns that were used globally when the first Focus arrived in 1999 as a 2000 model, Ford will use the same executions, whether for TV, online or events, Jim Farley, group vice president of global marketing and communications, said in an interview with Advertising Age.

Farley called his troops in different parts of the world this year, along with staff from its advertising agencies, which are part of WPP, for what can be considered as the marketing equivalent of the One Ford program.

Farley asserted that the group has revised its approach on how it works together as in the way that it will go to market and take waste out of the system.

The past approach had been for Ford's marketing leaders for North America, Europe and Asia to not collaborate on how many websites to use for a model launch, how to unify public relations efforts, or how to best use auto shows in the pre-launch phase.

Elena Ford, the great-great granddaughter of company founder Henry Ford, is part of this team. She was named early this year to the new post of director in charge of global sales, marketing and service operations. She reports directly to Farley.

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