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Lincoln: Code Blue

Is there a doctor in the house? Enter Mark LaNeve.

by on Apr.11, 2013

Lincoln's marketing mishaps - and production delays -- have left the brand in even worse shape than skeptics had anticipated.

The reintroduction of the Lincoln Motor Company via the new MKZ model is now officially comatose. A code blue alert has brought in an auto marketing turnaround specialist, the 54-year-old Mark LeNeve, to assume command of Lincoln’s almost new “luxury-oriented boutique agency” and continue as COO of Team Detroit, the Ford brand’s ad agency.

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The former Academic All-American linebacker at the University of Virginia is faced with a helluva marketing mess. The factory quality issues contributing to this situation are not unique to the introduction of a new model but the marketing blunders, gaffes, mistakes and eff-ups are unprecedented.  Unless one has a memory long enough to reach back to the legendary Edsel debacle.

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Update: Former Caddy Boss LaNeve Links up with Ford

Will head maker’s Team Detroit ad agency.

by on Jul.31, 2012

Mark LaNeve during his tenure as GM's North American sales, service and marketing chief.

TheDetroitBureau.com has updated its original report:

Mark LaNeve, the ever-quotable former Cadillac boss and marketing chief at General Motors is back in Motown, but this time he’s hanging his hat at Team Detroit, the ad agency for GM’s cross-town rival Ford Motor Co.

The plain-talking native of Beaver Falls, Pennsylvania led Cadillac during its nascent renaissance, nearly a decade ago, before moving up to the corporate suites as the head of GM marketing.  He left the maker as it plunged into bankruptcy.

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In his new job LaNeve will be the agency chief for the massive Ford account as chief operating officer for Motor City-based Team Detroit.  The unit brings together a wide array of global assets from WPP LLC, the giant ad conglomerate itself based in London.  LaNeve, in turn, will be the ad-side liaison working with Ford’s global marketing chief Jim Farley.

With both determined to amp up Ford’s marketing efforts, the move could see the maker engage in what one executive described as “bloodlust marketing” in a conversation with TheDetroitBureau.com.

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