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Ford’s Team Detroit Ad Agency Becomes GTB

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Ford’s primary advertising agency, Team Detroit, has been amalgamated with two of its other ad agencies to form the firm GTB. Comprised of Team Detroit, Blue Hive, and Retail First, GTB will maintain 49 offices across six continents. GTB stands for Global Team Blue; the firm will also represent clients including Ohio Art and Purina.

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Formed by parent company WPP in 2006 by rolling the teams JWT, MEC, Young & Rubicam, Ogilvy & Mather, Wunderman, and Mindshare up under one umbrella, Team Detroit has handled Ford’s United States advertising campaigns for more than nine years. By adding Blue Hive—the agency responsible for Ford’s international marketing—and Retail First—the agency that handles marketing for Ford and Lincoln dealerships, GTB will become Ford’s singular global advertising juggernaut.

The hierarchy in place with Team Detroit will largely remain the same: Tony Barlow stays on as CCO, Kim Brink stays on as COO, and Satish Korde retains the role of CEO.

“We operate as a single global entity, so it makes sense not only to have a shared purpose but also a name that reflects purpose for our people and our clients,” said Brink. “Clients more than ever want the best of the best talent WPP has to offer. As our business model moves toward even greater connectedness, uniting those many talents is a mission statement for them to achieve great things. GTB is one big team at heart.”

Hudson Rouge, the agency responsible for advertising for Lincoln Motor Company, will not undergo a name change and is largely unaffected by the move.

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News Source: Automotive News (subscription required)