Ford Motor Company named Zubi Advertising Hispanic media buying agency of record for all brands and business units nationwide. As of January 1, 2001, the Miami-based agency has been managing and implementing the consolidation of U.S. Hispanic media buys for all of Ford Motor Company's automotive brands and service divisions, including Ford, Lincoln, Mercury, Jaguar, Volvo, Mazda, Land Rover, Aston Martin, Customer Service, and Ford Motor Credit.
"We look forward to continuing our work with Zubi and creating another center of excellence to service our various consumer business groups, with the ultimate goal of improving the overall effectiveness of our marketing and media operations," said Jim Schroer, Vice President of Global Marketing for Ford Motor Company.
Zubi has been managing the U.S. Hispanic market media buying as well as developing and implementing the creative strategy for Ford Division since 1996. Although Ford Motor Company and each of its brands have separate agencies of record for the general market, they will now work with Zubi to ensure the overall Hispanic market media buying strategy is a coordinated and efficient effort.
"We are very honored that Ford has placed this additional responsibility for the other brands with Zubi. This is the ultimate testament of what we can do together with a client that is responsive to and believes in the value of the Hispanic market and its buying potential," said Joe Zubi, Executive Vice President of Zubi Advertising.
Ford has always been open to innovative ways to reach customers. Minority marketing is one method that company executives will turn upon to expand market share. Consolidation of Spanish-language media buys will enable Ford Motor Company to expand the efficiencies of the advertising budget for the U.S. Hispanic market.
"This strategy coincides with the one that Ford undertook more than two years ago when the company consolidated all media buys for the general market using J. Walter Thompson as the agency of record for all [tier one] media buys. This approach has proven effective in allowing all our brands to benefit from increased total volume buying and enabling each one to secure better negotiated packages, rates and prime properties," said Mark Kaline, Global Media Manager for Ford Motor Company.
"Our objective is to mirror the success of the general market initiative -- drive efficiencies and allow flexibility for each division from a purchasing standpoint -- within the Spanish-language media," added Zubi.