Ford brings in first brand and marketing director to ‘strengthen’ brand direction

Ford wants to build on its new brand positioning ‘Bring On Tomorrow’ as car marques jostle to position themselves for an electric car future.

fordFord is appointing Peter Zillig to a newly created European marketing role as it looks to strengthen its brand positioning.

Zillig will be the first director of brand and marketing communications for Ford of Europe and is charged with focusing its messaging around the car marque’s new tagline ‘Bring On Tomorrow’.

The positioning, launched in January, aims to show consumers that the car giant is the future of electric vehicles, and focused on innovation and technology. As companies ramp up funding in electric vehicles, they are all competing to be the next generation’s environmentally-friendly car brand of choice.

Zillig will be responsible for Ford’s customer-facing brand and marketing communications across Europe. He takes over from Anthony Ireson, who had been director of marketing communications at Ford of Europe since 2016. He is now heading up the customer services division in the UK.

Zillig will join Ford on 1 July and report to general manager of passenger vehicles, and vice-president of marketing, sales and service at Ford of Europe, Roelant de Waard.

De Waard says: “Peter brings with him a wealth of ground-breaking, customer-focused experience across digital, retail, experiential, brand content and production, and we are delighted to welcome him to the Ford of Europe team.

“Our Bring On Tomorrow brand direction is much more than a marketing campaign – it is a new guiding attitude for Ford employees that reflects, Ford of Europe’s vision for the future in these fast-paced times.”

Prior to his new position at Ford, Zillig was CEO at Cheil UK, a part Samsung-owned hybrid in-house agency where he was responsible for launching numerous flagship products and establishing a data driven marketing model across all marketing channels.

Zillig says: “I am thrilled to be joining Ford at a significant juncture in its evolution. Electrification and the future of mobility provide such interesting communications challenges at a time when data and technology are fuelling a wealth of creative opportunities for Ford to harness.”

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