MindShare wrests Ford media planning from Y&R

MindShare has won a tug of war with Young & Rubicam over the media planning on Ford’s 400m European business.

MindShare has won a tug of war with Young & Rubicam over the media planning on Ford’s 400m European business.

The win means MindShare, which already handles Ford’s media buying, is now the sole media services agency on all Ford brands in 19 European markets except Finland and Germany – although it is understood the situation in Germany is being reviewed.

The move concludes a realignment of Ford’s advertising, which began earlier this year when Y&R captured the bulk of the American automotive giant’s European creative work from Ogilvy & Mather. “It completes the picture for us,” says a Ford spokesman.

Media planning was left in limbo when the creative work for the Ka, Fiesta, Explorer and Focus shifted to Y&R.

The network already held the Galaxy, Puma and Cougar accounts and historically the planning on these brands. But O&M’s sister agency MindShare held on to the buying of all brands.

The two agencies have been competing for the total planning business ever since.

The win is as much a defensive success for MindShare as an offensive one. If Y&R had retained planning, it could also have sought buying. It launched its own planning brand called Media Edge in September.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here