Ford Motor Co. will be moving a chunk of its social agency-of-record duties back to WPP and away from VaynerMedia, which only had won that business a little more than a year ago, several people close to the matter told Ad Age.
The automaker confirmed the shift, explaining that its social AOR account for Ford Blue — the business responsible for selling its gas and hybrid vehicles — will be moved to a WPP agency team in partnership with Wieden+Kennedy, its global and U.S. creative AOR. The company said VaynerMedia will remain on the roster to handle the social account for Ford Pro, its commercial and government business.
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“As we continue to improve brand consistency, focus and tone, we’ve realigned our social agency responsibility,” a Ford spokesman said. “W+K and WPP, which have been partnering on social projects, will be assigned Ford Blue social, while VaynerMedia will handle our very important Ford Pro social business.”
Two people close to the business said the WPP agency team will include creative network VMLY&R and media agency Mindshare.