WPP will be bringing together resources from its major agencies and forming a one-stop shop, Team Ford (based in Dearborn, Mich.) - consisting of JWT and sibling Ford Motor Media, both Detroit; Ogilvy & Mather, Dearborn; plus Young & Rubicam Brands, which includes Y&R, Wunderman, Mediaedge:cia and MindShare, all Dearborn - reports AdAge. The restructuring creates new units to meet Ford's media, CRM and PR needs: Shared Media Services, Brand Experience Services, Shared Administrative Services.
"Saving money wasn't the starting point" when discussions began some two years ago, said Satesh Korde, president of WPP Team Ford. "We would have done it even if Ford was doing great." The move is aimed at "sharing best practices," he said.
It will also likely leverage Ford's buying power, by combining media agency resources., said his objective is to leverage overall buys. "A laser-like focus on our customers and brands is at the heart of our plan to put Ford on offense," said Mark Fields, president of the Americas for Ford.
