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Ford Motor Company of Southern Africa has appointed Marcus Brewster Publicity (MBP) for brand PR initiatives. "As part of its international strategy, Ford is looking to increase its coverage universe beyond the motoring media" says Rella Bernades, Ford GM for Communications. MBP took the higher ground with a cleverly considered strategy that leverages effective lifestyle communication for the brand."
According to MBP MD Hein Kaiser, the Ford brief presents "a stimulating opportunity to bring innovation to the category. In a market where more than 50% of car purchase decisions are made by women, the tactical executions will play out in consumer and social media channels and play to MBP's acknowledged strengths in these dominant environments."
MBP won the Ford account in a four-way pitch that included global representatives of the motoring marque on the judging panel.
Earlier this year, MBP won six PRISM trophies for PR Excellence bringing its total to 19 top industry awards in the past three years alone.
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