Ford has shifted its global advertising requirements into Wieden & Kennedy as it aims to "drive brand consistency globally".
Incumbent agency BBDO will work on the car marque's CRM business in the US. In the UK, the ad account was handled by Abbott Mead Vickers BBDO.
W&K has worked with Ford in the US since 2018 when it was asked to pick up special projects and innovation. At the same time, BBDO won the creative account in a competitive pitch process from long-standing incumbent WPP.
However W&K has handled Ford's creative and brand strategy business in the US since 2020. This remit has now been extended globally and the agency will begin to work on this part in January.
WPP will continue to handle activation, which includes media, CRM, production and digital.
A statement from a spokesman at Ford said: "The Ford brand is streamlining its global marketing business under one creative agency to drive brand consistency globally and provide greater operational efficiencies.
"Wieden & Kennedy, handling Ford's US business since 2020, will add the creative and brand strategy outside the US to deliver brand consistency globally starting January 2023.
"BBDO, a valued Ford partner, will handle CRM (customer relationship marketing) in the US while WPP remains part of Ford's multi-agency team, leading activation.
"All three agencies will continue to play a key role on our multi-agency team and be expected to elevate our creativity."
In December 2021 AMV BBDO created a pan-European campaign called "Night swimming" to promote the car marque's Ranger pick-up truck.
