Ford Looks Beyond WPP, Hires Laundry Service For Lincoln Work
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Ford has moved outside of WPP for help on a new campaign for its Lincoln brand, tapping Laundry Service, the Wasserman Media Group-owned New York-based shop that is riding a hot streak. The shop’s content studio, called Cycle, was hired to handle social media for a new campaign for the redesigned 2018 Lincoln Navigator SUV, a Lincoln spokesman confirmed.
The assignment comes as the Ford-WPP relationship, one of the longest-running client-agency hookups in the industry, is under new strain as the automaker re-evaluates its marketing model.
WPP in 2012 established Hudson Rouge to handle the Lincoln luxury brand. The Lincoln spokesman confirmed that Hudson Rougeknown for Lincoln’s Matthew McConaughey ads will continue to work on Lincoln, including on the Navigator campaign. Still, Laundry Service’s content-creation role on the campaign is significant, according to people familiar with the matter.
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