Case Study
FORD MOTOR COMPANY
Creative Direction and New business Development at Ford Motor Company
OBJECTIVE
In my role as Creative Director, I was tasked to develop new business and grow agency revenues within Ford Motor Company. Having to compete with Ford’s internal department; Ford Direct, we were very aggressive in presenting competitive research, and groundbreaking creative concepts to the new Director of Ford’s Product and Service division. Our team worked very hard on the research, and I was confident that the innovative packaging I designed for the launch of the iconic Thunderbird brand would be well received by the team at Ford.
RESULT
We were awarded the account by Ford. The complex process of bringing concept to reality required the resources of much of the agency. The launch of the New Thunderbird was an overwhelming success, Ford’s internal team were elated and the new Thunderbird was lauded by the press. As a result, meetings were scheduled with other brands within Ford, and we continued on our winning streak with innovative concepts that resulted in being awarded 6 new clients within Ford.
We even had an opportunity to work with Ford’s London Design Studio. Our growth necessitated the hiring of 3 new account executives, 3 additional Art Directors and 2 new writers were added to my team.
In just 4 months, agency revenues grew by $2 million from our new clients within Ford.
The debut of Ford’s iconic Thunderbird at the North American International Auto Show deserved a presentation worthy of its heritage. I designed a multi-dimensional package, integrating the infamous “porthole” as a theme from the original 1955 Thunderbird. We had custom 1/43 scale models created in all 7 factory colors. I also created a collectors book that was slotted right into the packaging. As well, foil-stamped CD case with a digital factory press release, photos and a digital version of the collector’s book.
AS A RESULT, OUR Agency was awarded Six additional accounts within Ford.
Capitalizing on the momentum of the Thunderbird launch, our team worked to gain new clients: Ford Focus SEMA show, Mercury Mountaineer, Thunderbird Roadster, Mercury Grand Marquis, Ford 49 prototype and The Spirit of Ford – Ford’s technical innovation center and museum.
