Syndetics cover image
Image from Syndetics

WPP, Ford, and Team Detroit : marketing for global clients / Jean Rosenthal, Arun Sinha & Ravi Dhar.

By: Contributor(s): Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781473977655 (ebook) :
Subject(s): DDC classification:
  • 658.8 23
Online resources: In 2006, WPP, the world's largest advertising holding company, merged personnel from five separate agencies to serve Ford, its largest client. 'Team Detroit' represented a sharp departure from WPP's previous client relationships. Agencies within holding companies generally battled for accounts, facing each other in industry bakeoffs or managing separate marketing portfolios. 'Hiving off' personnel from existing agencies to create a bespoke entity had rarely been tried. While pulling together Team Detroit proved to be quite challenging, the new agency meshed well with Ford's streamlined marketing function. Team Detroit was able to produce extremely imaginative campaigns, introducing new groups to Ford products. Ford then asked Team Detroit to coordinate all global marketing. WPP and Team Detroit created 'Blue Hives,' new bespoke agencies for global regions. This case study examines this topic.
No physical items for this record

Originally Published in: Rosenthal, J., Sinha, A., & Dhar, R. (2013). WPP, Ford, and Team Detroit - Marketing for Global Clients. New Haven, CT: Yale School of Management, Yale University. Retrieved from: http://nexus.som.yale.edu/team-detroit.

In 2006, WPP, the world's largest advertising holding company, merged personnel from five separate agencies to serve Ford, its largest client. 'Team Detroit' represented a sharp departure from WPP's previous client relationships. Agencies within holding companies generally battled for accounts, facing each other in industry bakeoffs or managing separate marketing portfolios. 'Hiving off' personnel from existing agencies to create a bespoke entity had rarely been tried. While pulling together Team Detroit proved to be quite challenging, the new agency meshed well with Ford's streamlined marketing function. Team Detroit was able to produce extremely imaginative campaigns, introducing new groups to Ford products. Ford then asked Team Detroit to coordinate all global marketing. WPP and Team Detroit created 'Blue Hives,' new bespoke agencies for global regions. This case study examines this topic.

Description based on online resource; title from home page (viewed on May 4, 2016).

Licensed e-book