Mark LaNeve has been named as the president of the Lincoln brand's ad agency, according to a Ford Motor Co. spokesman. LaNeve used to be General Motors North America’s marketing boss and Cadillac’s former head. LaNeve is the replacement for Cameron McNaughton, who was the president of the Hudson Rouge since it was created in 2011.
LaNeve, who is 54 years old, will continue to serve as the COO of Team Detroit, the advertising agency of the Ford brand. Since August 2012, LaNeve has worked in this agency, frequently on the marketing and advertising for Lincoln.
This change takes place as Lincoln, which is faced with delays in the launch of its redesigned 2013 MKZ sedan, has to work harder to put a stop to a decline in U.S. volume and push for recovery.
The U.S. sales of the brand have fallen in the last seven straight months as the overall light-vehicle market continues to grow. Hudson Rouge, of New York, was formed with the support of Team Detroit in Dearborn, Mich., which is owned by WPP, a British media conglomerate. Ford spokesman Chris Preuss said that LaNeve offers a great amount of equity and understanding of the luxury space.
He cited LaNeve’s experience at Cadillac and Volvo as primary reasons for the selection. LaNeve takes control of the agency as the luxury Lincoln brand goes through a tough revival.
The 2013 MKZ sedan was praised as the first car in that revival, but its launch has faced many production delays and quality hitches. In the early part of 2013, Lincoln kicked off a major advertising push for the MKZ that featured two 30-second spots on the Feb. 3 Super Bowl telecast. However, dealerships did not have cars to sell.