• Oct 18, 2010


Ford
has been named Advertising Age magazine's Marketer of the Year for 2010. The full-court press that the Blue Oval team has been applying continues to pay off, with $4.7 billion in profit for the first half of 2010 – a 17-percent boost over 2009 and the biggest company payday since 1998. No single part of Ford's strategy is a selfish star player; Jim Farley, Ford's vice president of global marketing has plotted a course for combining disciplines since his arrival in Dearborn.
The positive impression Ford's foregoing of federal TARP funds had on the public is the kind of PR coup you couldn't ever buy, and it continues to resonate positively with the public. According to a report, fifty-five percent of consumers surveyed still cite the company's ability to secure its own lines of credit as a reason for considering Ford vehicles above other brands. Shrewd PR moves aren't the whole story, though. Social media savvy launch campaigns for the Explorer and Fiesta have played into the decision to honor Farley's efforts, too.
All the clever and effective marketing in the world won't help if the product isn't compelling, however, and that's been a key piece of the puzzle for Ford. The string of hits includes the Edge, Mustang and Fusion, as well as technology like the ever-evolving SYNC infotainment system that has helped put this domestic automaker back on consumers' radars. Popular spokespeople like the Discovery Channel's Mike Rowe (shown above) haven't hurt either.

Roll all of these factors up into a Blue Oval-shaped bundle, and you have AdAge's Marketer of the Year.
[Source: Advertising Age]


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 24 Comments
      • 4 Years Ago
      As if the turtle neck crowd even knows what a truck is, much less wears a CAP... forget about one with a truck's logo on it.

      Way to present "reality" with that picture, Ford and Mike.

      Get real...
      • 4 Years Ago
      Hail Mike Rowe, he is one of my Hero's.
      not because of his programs.
      but i never seen a guy with such talent, his verbal talent is simply awesome, fast and so smart comments.

      his web is awesome, probably the best web ever seen.
      http://www.mikeroweworks.com/

      • 4 Years Ago
      id be the lint between mike rowes toes
      • 4 Years Ago
      Can't wait to see what the Ford Ad Team, in conjunction with designers and engineers, will do for the reintroduction of Lincoln. I'm sure its going to be great!

      I doubt a global launch is anything but easy. Hats off to them!


      On a similar note, I signed up for a Cruze event. I received in the mail a packet about the Cruze. Then today I got a larger packet telling me how great the Corvette is. Whats funny is I drive an 09 Corvette.
      • 4 Years Ago
      Agreed. Ford's advertising has been great. They have created a very positive impression in people's minds, both because of and despite their actions. That's what advertising is good for and they've done it well.

      And additional credit really should go to their "new media" team who have done a fantastic job manipulating new forms of media which people trust more an advertising. This has done at least as much for Ford's image as their TV/radio buys.
      • 4 Years Ago
      I showed my own appreciation for Ford by buying a 2010 Fusion. Im extremely happy with the car so far and its been over two months now. Its a rock solid car with great fuel economy and nice handling. Couldnt ask for more from it for the price. If Ford really builds everything else like the fusion, they are hitting a homerun.
      • 4 Years Ago
      Have to agree. Ford has really turned its brand perception around, and fast.

      Good job Ford.
        • 4 Years Ago
        They were limping for a looong time... But hell yeah, they came back like Rocky..

        Yo Adrienne - I did it...............
      • 4 Years Ago
      Good choice.
      • 4 Years Ago
      hhhmmmmm...... Who's Advertising Age? I guess they have more marketing to do... :) Good for Ford. I do applaud Fords efforts for not needing to take government money to get bailed out. Thanks Ford for not increasing my taxes. But I don't think that Ford has anything technologically superior to anyone else...except Chrysler of course.
        • 4 Years Ago
        > But I don't think that Ford has anything technologically superior
        your lack of knowledge does not matter at all
      • 4 Years Ago
      I think they meant to award it to Wrangler, but they couldn't work out which Mike Rowe ad they were watching. Most overexposed spokesperson since Jordan? Getting there.
      • 4 Years Ago
      When all the union bailouts were happening over at GM and Chrysler my wife went out and bought a Ford. She really loves the thing and some of her friends have since went out and bought Fords for the first time in their lives. The product is what's winning people over, not the spokesperson. But I have to admit, the Ford truck videos he did for the website were good. They had just enough technical info to keep someone like me who works on his own cars happy, as well as people like my wife who don't even open the hood.

      As far as Ford not taking Govt. funds,... being in debt and fighting through it independently rather than being bailed out by big brother,... I think many Americans can identify with that because a lot of us are in the same boat.
      • 4 Years Ago
      As a huge Ford fan, I was shaking back in 07. Ford had a major turnaround unbelievably quickly. They still have to fix Lincoln...
    • Load More Comments