So much for “Made in Detroit.” Ford Motor Co. has announced it is shifting the advertising work for the Lincoln brand from Detroit to New York after the first of the year in a bid to rebuild the brand’s luxury image and cachet.
Lincoln and Team Detroit at WPP have announced the creation of a new “luxury-oriented boutique agency” dedicated to Lincoln’s brand reinvention and creative marketing communications strategy. The WPP-owned agency, based in New York City, will open its doors on Jan. 1 and be headed by luxury automotive veteran, Cameron McNaughton, who joins as president of the agency and reports to Satish Korde, CEO of Team Detroit.
The ad shift is paired with a significant new product strategy that will be previewed at the Detroit Auto Show next month, Lincoln sources confirm.
“We’re reinventing the Lincoln product and ownership experience and working to make it a unique, compelling proposition for today’s luxury customer,” said Jim Farley, group vice president, Global Marketing, Ford Motor Company. “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.” Farley said.