Advertising Industry
Industry: Email Alert RSS FeedFORD ARM IN UTAH SHIFTS RETAIL ADS: AUTO COLLECTION TO COURT SHOPPERS WITH THE HELP OF ARIZONA AGENCY.
Advertising Age, June, 1999 by Guilford, Dave
One of Ford Motor Co.'s Auto Collections has shifted $2.5 million in retail advertising from J. Walter Thompson Co.'s Automotive Retail Marketing subsidiary to a Mesa, Ariz., agency that specializes in bringing shoppers through dealership doors.
``They wanted harder-hitting, retail-type advertising that JWT didn't provide,'' said Larry John, CEO and partner in Larry John Wright Inc., which won the retail work of the Utah Auto Collection in Salt Lake City.
Auto Collections merge Ford, Lincoln Mercury and Mazda dealerships in a metro area, offering no-commission sales staffs, uniform pricing and a common identity.
MOVE RESPONDS TO COMPETITION
Ford has pushed the concept in response to large public chains.
Other Auto...
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