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
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
, 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.