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Ford's Klug: I'm staying put

Since she arrived at Ford Motor Co. in June 1998 from ad agency Leo Burnett in Chicago, Jan Klug has been a key part of Jacques Nasser's marketing revolution.

As Ford Division marketing communications manager, Klug, 41, launched the Ford Focus with hip, youth-oriented ads and brought the division's growing stable of sport-utilities under one advertising umbrella. Ford rewarded her innovation by promoting her to vice president of global marketing for the company on March 1.

Last week, Klug told her staff she is staying despite published reports that she may lose her title and be transferred. Those reports cited unnamed sources.

The move supposedly would come as the company radically downsizes the global marketing department and disbands Trustmark, a department under Klug that was created to spotlight each Ford division and instill trust in the company.

Published reports that she may be reassigned surprised Klug, who sent an internal memo to her staff late last week, said company spokeswoman Paige Johnson.

Klug talked about the global reorganization in an interview that first ran in some editions of the July 23 Automotive News.

On Trustmark

"I am challenging what Trustmark is. The problem is that the consumer doesn't buy a Ford Motor Co. The only thing that the consumer buys that is Ford Motor Co. is stock. We need to be very clear about what our communication strategy is to the end user."

On globalization

"We will not do another global anthem (TV spot). It doesn't tell you anything other than that we have a lot of brands and we're big. We are trying to find the global-ness of a brand and looking for things that are common across the globe as opposed to things that are different. With the launch of the (Jaguar) X-Type, we have made some great strides in having one product brochure globally. You can imagine the efficiency of doing one brochure instead of one for every country, every area. We're also tackling Ford of Europe and Ford (Division) of North America. Let's take Focus, for example. Even though Focus has product differences around the globe, we're looking at what could be common."

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