AGENCIES VYING FOR FORD'S NEW FOCUS CAR

Advertising Age,  June, 1998  by Bidlake, Suzanne

Tags: agency, Ford Motor Co., Young & Rubicam

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Ford Motor Co. will decide within two weeks between roster agencies Young & Rubicam and Ogilvy & Mather to carry the pan-European launch of the Focus.

Focus will replace Ford Escort, which will be phased out over the next two years. The ad budget is hard to quantify, since individual markets determine their own spending. But it's expected to be much bigger than the $50 million to $80 million invested in Escort advertising in Europe in 1997. The launch is set for August; the car won't be introduced in Latin America and the U.S. until 1999.

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