Ford Motor Company has appointed Unlimited Group as the car giant’s first dealer marketing agency to provide strategy and support for all Ford UK dealers through a new on-site agency based with the team at its head office.
The appointment follows the official roll-out of the agency’s in-housing service Unlimited+, which has already been used by brands including Sony and HSBC.
Having launched data-led strategy Unlimited Possibilities, and new planning methodology CatalystÓ, Ford is the latest win for Unlimited Group under the leadership of new group chief executive Michael Richards.
The Unlimited team have developed a programme to provide efficiencies for both Ford and its dealers when delivering localised campaigns. It will also provide direct dealer support and a coaching programme to improve knowledge, understanding and performance.
The team will also drive pilot programmes for the network, enabling a test and learn approach to campaign development – trialling different channels, executions and calls to action based on audience demographics.
Ford of Britain dealer marketing manager Nicola James said: “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.”
Richards added: “Our [team] will support dealers with new programmes supported by greater insight, powerful digital know-how and better targeting across multiple channels to drive sales.”
Late last year, Ford hired Omnicom Group’s BBDO to lead its global, omnichannel creative business, following a review. Incumbent WPP retained media, production, CRM and digital.
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