Never take customers for granted is the lesson that springs to mind following news that an advertising and creative agency has lost an aspect of its business with carmarker Ford after 75 years.
New York-headquartered creative agency BBDO revealed it had won the tender to provide creative services to Ford, following the automaker’s global review of its agencies and suppliers in the sector.
“Today is a big, big day. We have a wonderful new brand to help build,” the company tweeted, along with an image of Ford’s logo.
Industry media said that marked the end of an era for fellow global agency WPP, which had worked as Ford’s creative partner since 1943.
The Australian and New Zealand arm WPP said in a brief statement that “while Ford has appointed another agency as its lead creative agency”, it will continue to work with the carmaker in other capacities.
“WPP will be responsible for activating the Ford brand through key channels and regions, through its global Ford agency GTB as well as other WPP agencies,” the company said.
“WPP agencies will continue to handle activation, including media planning and buying, digital and production. These responsibilities also include Tier Two advertising work in the US, the China advertising operations with its joint venture partner, all Lincoln advertising, and all the Ford public relations business.”
Clemenger BBDO – the Australian arm of BBDO – declined to comment.
Ford has also been approached to comment on its reasons for deciding to change providers after such a lengthy history.
The situation is almost identical to that of another agency which in March this year saw it lose Vegemite as a customer after 74 years.
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.