GTB Taps Tito Melega to Head Up Global Ford Advertising
Ford Motor Company’s dedicated ad agency, WPP Group’s Global Team Blue (GTB), has named Tito Melega its new Global Chief Creative Officer. Melega’s rap sheet is one replete with awards ranging from the Emmys to Cannes and work done with clients that include Pepsi, Kodak, and Holiday Inn.
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Melega replaces former GTB Global Chief Creative Officer Toby Barlow, who left the agency earlier in 2017. Melega’s experience leading automotive companies covers 17 years, most recently working as the creative director for the Americas at Omnicom’s TBWAChiatDay, where he oversaw successful Nissan advertising endeavors including the “Heisman House” campaign with ESPN, the “Amazon Giant Box” campaign, and the “GT Academy” reality television show.
“We’re very excited to have Tito on board. His work speaks for itself, and he’s a complete creative in every sense. We aim to do the best for our client, and Tito is proof of that ongoing commitment,” said Kim Brink, Global Chief Operations Officer, GTB.
“The Ford brand is iconic, and I’m excited to be part of a team that pushes it successfully into the future,” said Melega.
“Argentina was Ford Country,” Melega told Automotive News. “I grew up seeing the pickup trucks on the fields with the cattle and the horses.” Melega also notes that his father drove a Ford Falcon.
With regards to the job ahead, Melega told Auto News that he considers it “without a doubt [the] biggest thing that I ever embarked on,” adding that his vision for Ford’s creative direction will be one that focuses as much on creating experiences as advertising, and that he is particularly influenced by the idea of cars representing freedom and the road trip being a formative experience.
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News Source: Automotive News (subscription required)