Wieden+Kennedy has grown its Ford business, taking over lead global creative and brand strategy work from BBDO as the automaker looks to streamline its advertising across the world.
W+K has steadily expanded its scope with the automaker since it was added to its roster in 2018. That is when Ford hired BBDO as its lead global creative agency and named W+K as “a creative and innovation partner.” But in reality, W+K since the start has handled most high-priority advertising in the U.S.; although BBDO led a significant campaign in 2019 for the Mustang Mach-E electric crossover starring Idris Elba. In 2020, Ford quietly promoted W+K to its lead U.S. agency.
Ford confirmed W+K’s expanded scope in a statement today, saying the “Ford brand is doing this to streamline its global marketing business under one creative agency to drive brand consistency globally and provide greater operational efficiencies.” The automaker added that “BBDO, a valued Ford partner, will handle CRM (Customer Relationship Marketing) in the U.S. while WPP remains a key part of Ford’s multi-agency team, leading activation. All three agencies will continue to play a key role on our multi-agency team and be expected to elevate our creativity.”