Ford Motor Company has joined the trend to in-housing with the appointment of Unlimited Group to handle dealer marketing support for all UK dealers with a new on-site agency at its head office.
The new team will drive innovation and pilot programmes for the network with a test and learn approach to campaign development – testing different channels, executions and calls to action based on audience demographics.
Ford of Britain dealer marketing manager Nicola James says: “We are delighted to be building our new on-site dealer marketing agency. The team at the Unlimited Group have shown an innovative and data-led approach to the challenges and this, coupled with their significant auto experience, makes them the perfect partner.”
Unlimited Group CEO Michael Richards says: “We are very proud to be setting up an in-house agency to service Ford at their head office, ensuring we work closely with both the marketing and sales teams to improve marketing efficiency. Our dealer coaches will support dealers with new programmes supported by greater insight, powerful digital know-how and better targeting across multiple channels to drive sales.”
All Ford’s agency services used to be handled by WPP’s GTB agency. Ford recently appointed BBDO and Wieden+Kennedy to handle its creative advertising in the US. We wait to see who gets the nod in the UK.