Overview
Ford
Ford's relationship with the agency had primarily focused on product led vehicle showcases, including the Transit Courier and Tourneo Courier. I joined the account with an opportunity to deepen the relationship, increase our understanding of the client's ambitions, broaden the solutions we delivered and create greater value through more ambitious creative and experiential thinking.
The Objectives
Role: Client Director
Develop the Ford relationship beyond individual projects into a retained partnership by strengthening stakeholder relationships, understanding Ford's broader ambitions, and connecting these ambitions with our creative, experiential, and production capabilities to create more strategically valuable experiences.
Expertise
-
Account Growth Strategy
-
Strategic Client Leadership
-
Solution Strategy & Development
-
Team Leadership
The Approach
Developing the Relationship
Built relationships across Ford's stakeholder network, creating greater access to upcoming priorities and opportunities beyond the agency's existing briefs.
Identifying New Opportunities
Identified and developed opportunities around the Explorer launch, including proposing a European media drive in Slovenia and expanding the Cologne factory release beyond the original product launch.
Shaping the Solution
Worked with creative and production teams to transform the Cologne brief into a more ambitious vehicle launch experience and internal brand experience, culminating in a 350-drone show and cinematic campaign content.
Creating New Experiences
Developed the Explorer media drive around several curated brand experiences, and introducing Ford's first influencer media drive for the Explorer, giving media and creators different ways to experience and tell the vehicle's story.
The Media Drive In Slovenia
The Ford Drone Show
The Ford Cologne Plant Employee Brand Engagement
The Results
2x Revenue
Client Value
Exceeded Ford's expectations for the Cologne launch, transforming a traditional product release into a distinctive brand experience and reusable campaign content. The Explorer media drive also introduced influencer engagement alongside traditional automotive media, broadening how Ford could generate advocacy around the vehicle.
Account Growth
Expanded the relationship from product focused briefs into a broader programme of creative and experiential work. The account delivered approximately twice the number of Ford experiences and twice the revenue of any previous year, including Ford's largest media drive of 2024 and several additional product launches.
