DETROIT - As Ford Motor Co.'s new Trustmark marketing manager, Michael Wright will not dwell on Firestone tires.
As Jim Schroer, his boss says: 'You don't keep talking about the thunderstorm. What you do is talk about what the rainbow looks like.'
Wright, who had been West marketing manager for Pontiac-GMC since January 1999, started his Ford post Nov. 6.
Schroer, Ford vice president of global marketing, says Wright's primary challenge at Ford will be to create 'a more aggressive program on the corporate reputation front that is a partnership with the product folks and with the PR folks on why should you trust Ford Motor Co. more than any other corporation in the world.'
Wright, 40, is in charge of Ford's corporate umbrella brand, which is 'everything that's Ford Motor Co. script,' Schroer says. That includes global media buying for all of Ford's brands.
Wright, who worked at General Motors since 1985, replaces Michelle Cervantez. She became vice president of marketing for Jaguar Cars North America in August, after a year on Trustmark.