Automaker's 75-year advertising relationship dates back to Henry Ford

DETROIT -- Ford Motor Co.'s stunning decision on Monday to have BBDO replace WPP as its lead creative ad agency upends a relationship that began 75 years ago.At that time, Ford's agency was J. Walter Thompson and Henry Ford still was running the automaker. WPP and its predecessor produced such memorable tag lines as "There's a Ford in your future," "Ford has a better idea," "Built Ford tough" and, of course, "Have you driven a Ford ... lately?"In the automaker's early days, Henry Ford employed J. Walter Thompson to sell Model T's, but they parted ways after just two years. Three decades later, as Ford began planning for his company to resume full production after World War II, he was reassured that a big ad agency wouldn't cost more than a small one. He declared, "Well, we might as well have a big one."So Ford terminated his agency, Maxon Inc., and the company signed its inaugural formal agreement with JWT in December 1943. The agency actually took over some of the automaker's advertising as early as 1942, said Ted Ryan, Ford Motor's archives and heritage brand manager. In a letter to JWT headquarters in New York, Ford Motor said: "The terms stated in your letter ... are satisfactory and are hereby accepted ... with the understanding that Ford ... may at any time terminate the arrangement by written or verbal notice to your company. We trust that the arrangement ... will prove to be mutually satisfactory."

Automaker's 75-year advertising relationship dates back to Henry Ford

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