Ford selects Ogilvy Public Relations for Warriors in Pink initiative

20 December, 2013


Ford Selects Ogilvy Public Relations For Warriors in Pink Initiative to Launch 20th Anniversary Breast Cancer Awareness Campaign 

NEW YORK, NY — Ford Motor Company today announced that it has selected Ogilvy Public Relations (Ogilvy PR), an integrated global communications firm, to support the Warriors in Pink breast cancer awareness program following a competitive pitch.

“Warriors in Pink places the topic of breast cancer into everyday conversation and supports the fight of this devastating disease,” said Tracy Magee, Primary Brand Experiential Marketing Manager at Ford. “For 20 years we’ve worked to make a difference and Ogilvy will be a critical part of our team as we take the Warriors In Pink brand to the next level with our anniversary campaign.”

Ogilvy PR will support the brand out of its New York and Washington, DC offices to design and execute a communications campaign for Ford’s Warriors in Pink program, which showcases the US automaker’s commitment to the breast cancer cause. The Ogilvy team will aim to increase brand awareness around the initiative and its 20th anniversary, and drive traffic to fordcares.com to increase Warriors in Pink product sales and visibility around four charity partners.

“We are incredibly proud of our longstanding partnership with Ford and look forward to helping them with their mission to build awareness and early detection of breast cancer,” said Mitch Markson, President, Global Brand Marketing and CCO, Purpose Branding. “Our existing relationship has resulted in some breakthrough ideas for the brand and its consumer facing activities and I am excited to add a CSR component to our current work around such a significant cause.”

Ford has been active in the fight against breast cancer for 20 years, since 1993. To make a greater impact among those affected by breast cancer, in 2006 Ford introduced Warriors in Pink along with a clothing line and other merchandise. Net proceeds from all wear and gear sales directly benefit the cause with donations supporting charities that offer support and counsel.


Contact
Rachel Ufer
+1 (212) 880-5280
Rachel.ufer@ogilvy.com  

About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 180,000 employees and 65 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.  

About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.

Acrobat Document ogilvypr_pressrelease_ford_dec13.pdf


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