Barry Engle, 38, former director of marketing, sales and service of Ford Brazil in Sao Paulo, has been promoted to director of marketing and new business of Ford's Customer Service Division in Dearborn, Mich.
In his former position, Engle had an important role in the successful launches of two vehicles for the company in Brazil - the Fiesta in 2002 and the EcoSport in March.
"When it came time to introduce the new Fiesta, we needed advertising that would help generate a real success," Engle says.
With his U.S. background and experience, he remembered the success of former Chrysler Chairman Lee Iacocca's TV commercials.
Engle believed that if Ford Brazil imitated these commercials, using the president of Ford Brazil, Antonio Maciel Neto, it could have positive impact among Brazilians.
Working with the Sao Paulo office of J. Walter Thompson, commercials were produced using Neto as the on-camera spokesperson, talking to viewers. The tag line "Let a Ford surprise you" was used.
Both the ad campaign and the car were a success.
Ford's Neto became a national celebrity, and the Fiesta has been a hit in Brazil, with 25,590 sales the first four months of 2003 compared with 35,066 for all of last year.
Engle also directed the advertising that successfully introduced the EcoSport, Ford's new mini-SUV.
"We're sorry to be losing Barry," says Richard Canny, president of Ford South America. "But this new job will give him a new challenge in an important marketing job."