DETROIT -- Ford Motor Co., working to rejuvenate the Lincoln brand, today said it has created what it calls a "luxury-oriented boutique agency" that will handle Lincoln exclusively.
The new agency is being set up in partnership with the Team Detroit agency that has handled both the Ford and Lincoln brands.
The new, yet-to-be-named agency will open Jan. 1 in New York with 45 people. The new agency will be under the umbrella of WPP, which also owns Team Detroit.
Cameron McNaughton -- an auto industry veteran who has consulted for a range of brands including Audi, BMW, Chevrolet, Hyundai and Porsche -- will be president of the new agency. He previously headed his own consultancy, McNaughton Automotive Perspectives.
Jon Pearce, who has been creative director of a New York agency called BBH, will be creative director of the new agency. At BBH, he was responsible for leading creative work for such clients as Johnnie Walker, Westin Hotels and Resorts, Unilever's Vaseline Global account and the BBC.
Some Lincoln support functions will remain with Team Detroit in Dearborn, Mich. Those include client accounting, digital programming, media buying and creative production.
Martin Sorrell, CEO of WPP, said: "We're extremely fortunate to have been able to attract Cameron with his wealth of luxury experience to lead this new team for Lincoln."
Jim Farley, group vice president of marketing, said in a statement: "We're reinventing the Lincoln product and ownership experience and working to make it a unique, compelling proposition for today's luxury customer. Assembling a talented, Lincoln-only creative agency team, in partnership with Team Detroit and WPP, to build this brand is an important next step in our plan."
McNaughton said: "Our goal is simple: To help our partners at Lincoln create a new future for their brand as it reinvents itself."