Lincoln gets new ad agency but it really needs exciting products!

It’s good to see Ford is trying just about everything to rebuild Lincoln which included hiring a new ad agency for the brand. That’s all well and good but unless they deliver the sheet metal no agency out there is going to bring sales back to Lincoln. One of the problems is that Ford has went semi upscale with the Taurus Limited, Edge and Flex Limited so paying 10k or more for a Lincoln off the same chassis is a tough sell. I certainly don’t have the answers but time is ticking for Lincoln to finally get back on track!

From the Detroit Free Press:

Ford’s attempt to reinvent its Lincoln luxury brand will be sculpted by a new boutique ad agency that will relocate to more chichi digs in New York.

The new agency, which Ford and its chief advertising partner WPP have not yet named, will include an unspecified number of employees from WPP’s Team Detroit office and new hires in New York. The new team will start with about 45 employees, WPP said in a statement.

“New York is the center of the luxury market,” said Jim Farley, Ford group vice president for global marketing. “Assembling a talented, Lincoln-only creative agency team to build this brand is an important next step in our plan.”

Cameron McNaughton, an advertising veteran who has worked with other luxury automakers, will be president of the agency and report to Satish Korde, CEO, Team Detroit.

“Our goal is simple: To help our partners at Lincoln create a new future for their brand as it reinvents itself,” McNaughton said.

Read the entire article.

  

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