Ford’s Farley says recession was a blessing for digital

Notice how Ford actually connects with customers with their new marketing campaigns? Well we know Alan Mulally gets a ton of credit but Jim Farkey is the true architect behind this new found smarts in advertising at Ford. In this piece Farley talks about how the recession made Ford and other companies rethink all of their marketing and the opportunities it created in digital.

If Farley keeps performing at this level he will be one of the names thrown around to replace Mulally when the time comes or he’ll get scooped up and nabbed by another automaker for CEO.


NEW YORK — Ford marketing boss Jim Farley says the economic downturn in recent years created new opportunities for digital marketing.

“Everything has to work in this economy,” Farley said here Wednesday at Advertising Age’s Digital Conference. “If the economy hadn’t dropped the way it did, we would have been on auto pilot and not experimented the way we did. Our production quality online is better than our broadcast.”

Advertising Age is an affiliate of Automotive News. That experimentation is led by what Farley calls the democratization of marketing.

Read the entire article here.


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