Wieden + Kennedy just won another big piece of business for Ford’s flagship brand, being appointed to handle creative and brand strategy globally, succeeding BBDO in the role. The shift was made without a formal review.
The Portland-based independent agency had handled similar duties for the U.S. since 2020.
A Ford spokesperson said the brand made the move to “streamline its global marketing business under one creative agency to drive brand consistency globally and provide greater operational efficiencies.”
Wieden’s expanded remit is effective in January.
While BBDO loses the creative assignment, the Ford spokesperson said the Omnicom agency remains a “valued Ford partner.” The agency will handle customer relationship marketing in the U.S.
BBDO won Ford’s global creative agency assignment in 2018, succeeding WPP’s GTB, which had handled most of Ford’s creative advertising and marketing duties for decades. Two years later Wieden took on its first creative work for the brand in the U.S.
WPP continues to handle media planning and buying and other duties globally for Ford via GTB.