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WPP, Ford, and Team Detroit : marketing for global clients

Author: Jean Rosenthal; Arun Sinha; Ravi Dhar
Publisher: [London] : SAGE, 2016.
Series: SAGE knowledge. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Details

Genre/Form: Case studies
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jean Rosenthal; Arun Sinha; Ravi Dhar
ISBN: 9781473977655 1473977657
OCLC Number: 1017713477
Notes: 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.
Description: 1 online resource : illustrations (black and white, and colour)
Series Title: SAGE knowledge. Cases.
Responsibility: Jean Rosenthal, Arun Sinha & Ravi Dhar.

Abstract:

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.

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