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Ford's campaign to focus on brand, not products

A change of marketing tack will see Ford's next TV campaign focus on promoting the brand, rather than recent model launches.

The adverts will break during the UEFA Champions League final on May 27.

Ford UK marketing director Mark Simpson told Marketingweek: “Over the past few months, we have been launching a series of new models and focusing our marketing efforts on these. We are now looking to shift our ad approach to focus more on the brand name, in an effort to make the brand interesting.”

Simpson said the brand-focused campaign had been planned before the car industry slipped into crisis.

The adverts will be rolled out across Europe shortly after their UK debut.


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