For the past year Anthony Ireson has been Ford’s director of marketing communications. Over the previous four years that Anthony Ireson has been Ford UK’s marketing director, he has managed to steer the company away from its perception as a manufacturer of reliable but dull, middle-of-the-road cars, to a brand more worthy of the Apple experience. He has revamped the dealership experience and pushed out creative executions that step away from the traditional and focus on the functional. Although Ireson is not a career marketer, he is a longstanding car man, having begun his career in Ford’s finance department 20 years ago.