Assuming the Mayans were not correct and there will still be a world in 2013 where people buy cars, Lincoln plans to be there commencing its rebirth: the 2013 MKZ overseen by Max Wolff will be the first model to reset the Lincoln brand. When there's a new story to be told, one often finds a new storyteller, so it's no surprise that Ford is setting up a "luxury-oriented boutique agency" in New York to handle Lincoln exclusively.
The unnamed firm is being assembled in conjunction with Team Detroit, the agency currently overseeing Ford and Lincoln. Heading it will be luxury-car consultant Cameron McNaughton as president with creative duties spearheaded by Chief Creative Officer Jon Pearce, a veteran of ad firm Bartle Bogle Hegarty.
Intriguingly, the New York branch will be a small ship, just 45 people running account management, creative development, media and strategic planning. Other disciplines like creative production will remain with Team Detroit in Dearborn. From this far out, it looks like they could have a team with right backgrounds; we'll find out soon enough if they can put it all together in the right way – perhaps they can start practicing by lowering the average age of the current MKZ buyer...
Follow the jump for a press release regarding the new agency.
Related Gallery2013 Lincoln MKS: LA 2011
Cameron McNaughton named President and Jon Pearce appointed Chief Creative Officer at New, Integrated Agency
NEW YORK, Dec. 15, 2011 /PRNewswire/ -- Lincoln and Team Detroit at WPP today jointly announced the creation of a new luxury-oriented boutique agency dedicated to Lincoln's brand reinvention and creative marketing communications strategy. The WPP-owned agency, based in New York City, will open its doors on Jan. 1 and be headed by luxury automotive veteran, Cameron McNaughton, who joins as president of the agency and reports to Satish Korde, CEO, Team Detroit.
"We're reinventing the Lincoln product and ownership experience and working to make it a unique, compelling proposition for today's luxury customer," said Jim Farley, group vice president, Global Marketing, Ford Motor Company. "Assembling a talented, Lincoln-only creative agency team, in partnership with Team Detroit and WPP, to build this brand is an important next step in our plan."
Building on the Team Detroit partnership model created by WPP and Ford in Dearborn, Mich., the new yet-to-be-named agency will transfer some Team Detroit talent as well as making new hires in New York City.
The New York team will initially comprise approximately 45 staff and will focus on account management, creative development, media and strategic planning. Support departments and disciplines for Lincoln - including client accounting, digital programming, media buying, creative production, top market field organization and traffic - will remain with Team Detroit in Dearborn.
"We're extremely fortunate to have been able to attract Cameron with his wealth of luxury experience to lead this new team for Lincoln," said Sir Martin Sorrell, chief executive officer of WPP. "Our strong and unique relationship with Ford has allowed us to harness some of the best WPP talent around the globe, and it's a logical next step for us to extend this with a bespoke team for Lincoln through Team Detroit, based in one of the key markets for this famous luxury automotive brand."
"Our goal is simple: To help our partners at Lincoln create a new future for their brand as it reinvents itself," McNaughton said. "To achieve this, we are dedicated to creating a new, best-in-category integrated agency team that utilizes the top creative talent recruited within and outside of the WPP and Team Detroit network."
Prior to joining WPP, McNaughton served as the president and founder of McNaughton Automotive Perspectives (MAP), which offered marketing consulting services to automotive manufacturers, dealers and their communications agencies. At MAP, McNaughton consulted on a range of brands with both marketers and agencies including: Audi, BMW, Chevrolet, Hill Holliday, Hyundai, Mahindra, MicroMass Communications, Porsche, Publicis, Strawberryfrog and Vale Euro RSCG.
Prior to that, he was a partner at McKinney & Silver which he joined in 1994. He built and led the agency team that partnered with Audi of America to rebuild the brand's U.S. business. Earlier in his career, McNaughton also worked on Mercedes-Benz and BMW at highly regarded creative agencies.
Another experienced luxury talent, Jon Pearce, has been appointed chief creative officer. Most recently, Pearce was executive creative director at BBH, New York. He was responsible for leading Johnnie Walker, Westin Hotels and Resorts, Unilever's Vaseline Global account, and the BBC. Before arriving at BBH, Jon spent seven years at Team One in El Segundo, Cal., heading up the creative group responsible for every aspect of the Lexus automotive brand.
Lincoln is the luxury automotive brand of Ford Motor Company (NYSE: F), committed to becoming a world-class luxury brand with compelling vehicles and an exceptional ownership experience to match. Lincoln will launch seven new or significantly refreshed models in the next three years. For more information, visit www.lincoln.com or www.media.lincoln.com.
WPP is the world's largest communications services group. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 141,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.