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VML | Agency Profile, Contacts, AOR, Client Relationships
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VML Contacts
Contacts (5/289)
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Michelle B. | Chief Strategy Officer | IL | ||||||||||||
Sample of Related Brands
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Todd K. | Chief Information & Global Risk Officer & Partner | MO | ||||||||||||
Howard L. | Chief Strategy Officer | MO | ||||||||||||
Rosie B. | Chief Creative Officer | NY | ||||||||||||
Amy W. | Global Client Lead/GM - Intel | MO |
Client Relationships
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****** *** | Creative | * | ||
******* ************ ******* | Creative, Media Buying, Media Planning | * | ||
******* ********* ******** ******* | Creative, Media Buying, Media Planning | * | ||
*********** *************** ** | Creative, Digital | * | ||
**&* ********, *** | Creative, Digital | * |
WinmoEdge
Campaign Imminent: Ford taps new lead social AOR (Score 63)
Sales Lead: As it continues its
- This shift replaces , which won the business just over a year ago.
- WPP will serve as the social AOR for its gas and hybrid vehicle business, Ford Blue.
- The WPP agency team reportedly includes creative network Mindshare.
- Meanwhile, VaynerMedia will remain on the roster, leading the social account for Ford's commercial and government business, Ford Pro.
- I predicted additional roster shifts would follow Ford's
- The company will likely:
- Shift strategy
- Launch a new campaign
- Pursue influencer partnerships similar to those with Sydney Sweeney, Dee Bryant, and Kai Lenny
- Return to higher spend
- Seek additional new agency partners, especially once it taps a new CMO (more below)
- Target demographic:
- Gen-Z and millennials with a male skew
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Ford has spent approximately $23.6m on national TV commercials YTD, less than half of the approximately $69.5m spent by this point last year.
- Last year: The automotive company spent around $117.6m on this channel last year after having spent much more, around $294.8m, in 2021.
- 2023 ad programming: Ford's 2023 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, the NASCAR Cup Series, College Football, and NHL Hockey.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has allocated roughly $3.7m toward digital ads, 34% less than the roughly $4.9m allocated within the same 2022 timeframe.
- YTD data: Ford has earned ~422.1m digital impressions YTD via YouTube (33%), Facebook (28%), Instagram (21%), desktop display (12%), desktop video (5%), and mobile display (1%) ads.
- Last year: In 2022, the company's estimated full-year spend of $21.7m reached about a third of that of $60.1m in 2021.
- Additional channel insights
- The company utilizes local broadcast, print, radio, OOH, Google Ads, Facebook, and online video (Youtube.com) ads.
- Ford sponsors podcasts such as Up First, Planet Money, The John Batchelor Show, TED Radio Hour, and The Kyle & Jackie O Show.
- The company invests in short-form DRTV.
- It has very highly concentrated network TV coverage and will not likely launch a new campaign soon.
Additional agency insights:
- Opportunity: Get in touch soon to be top-of-mind when Ford finds a new CMO to succeed recently-retired Joy Falotico; additional AOR appointments will likely follow this one.
- Current agency roster:
- WPP: Social AOR (Ford Blue - 2023)
- VaynerMedia: Social AOR (Ford Pro - 2023)
- Mindshare: Media agency partner (2023)
- VMLY&R: Creative agency partner (2023)
- Wieden + Kennedy NY: Global creative and brand strategy AOR (October 2022)
- : Multicultural marketing agency partner
- : Creative and media planning AOR
- : US CRM/Creative AOR
- )
- : Media buying, planning, and activation agency partner
- : Multicultural agency partner
Insight Sources: Broadcast insights estimated by .