Team Detroit
WPP and Ford create a new model for advertising
Team Detroit emerged in 2006 as a novel collaborative entity formed by WPP to serve Ford, addressing the need for cohesive marketing amid the challenging automotive landscape. This integration of personnel from five agencies posed significant hurdles, as each agency brought distinct cultures and practices that had to be reconciled. The success of Team Detroit was immensely influenced by Ford's pressing need to rejuvenate its brand image and streamline operations under new leadership.
Ford, struggling with its reputation, enlisted Team Detroit to engage a younger demographic through innovative marketing strategies, particularly via digital platforms and social media. This adaptive approach fostered a collaborative spirit, enabling nimble resource allocation for maximum impact. However, as Team Detroit expanded its mandate to oversee global marketing, it faced the complexity of creating a unified brand identity across diverse markets while leveraging efficiency and creativity.