Ford has chosen to largely shun more traditional methods of advertising in recent years, instead opting for more of a social media push amid changing times. That move has largely paid off, with a wildly successful Ford Maverick TikTok campaign serving as the crowning jewel thus far after racking up 10.9 billion views – making it the most popular vehicle on that social media platform. Social media isn’t without its pitfalls, however, which has led to some boycott-induced absences, along with political controversy, but for the most part, Ford has enjoyed tremendous success on those platforms, even using them to keep an eye on quality problems. Now, however, the automaker has reportedly shifted some of its social media management duties to another company around a year after making a similar switch, according to Ad Age.
It’s been just over one year since FoMoCo chose VaynerMedia to handle much of its social media management responsibilities – “social agency-of-record duties,” more specifically – shifting some of that business away from WPP. Now, however, it will be moving its social AOR account for Ford Blue – the company’s ICE vehicle division – back to a WPP agency team in a new partnership with Wieden+Kennedy, which handles much of the automaker’s advertising efforts these days. However, VaynerMedia won’t be going away completely.
“As we continue to improve brand consistency, focus and tone, we’ve realigned our social agency responsibility,” a Ford spokesman said. “W+K and WPP, which have been partnering on social projects, will be assigned Ford Blue social, while VaynerMedia will handle our very important Ford Pro social business.”
“Ford is our largest client, and we were delighted to hear recently that we will be working Wieden+Kennedy on their creative assignment, expanding our current creative remit to meet Ford’s changing needs and deliver more efficiency to them but also to leverage the creative strength of two strong agency partners for Ford,” said WPP CEO Mark Read.
We’ll have more on Ford’s social media push soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.
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