Seventeen agencies were involved in the pitch for the business, which is estimated to be worth at least US$5 million and which represents the US automaker's first large-scale entry into the country.
Until now, Ford's strategy has been to enter the market with high-end imported vehicles. The new sedan, however, will be built in China in a 50:50 joint venture between the auto giant and Changan, a state-owned automobile maker.
With a price tag of about RMB100,000 (US$12,150), the sedan will be targeted at the mass market, compared with at least RMB300,000 for imported models.
JWT Greater China CEO and Northeast Asia area director, Tom Doctoroff, said that Ford was focusing on the lower-end market because this segment was only now taking off.
"This is where the growth of China's car industry is going to be. But the challenge will be to leverage a powerhouse brand like Ford together with that of Changan to create a standalone brand. The objective is to build a brand within a strategic framework."
The launch campaign will take place next year in what Doctoroff described as a "sustained, 18-city push", involving a multimedia campaign from thematic and tactical TVCs down to dealer and auto shows.
With the win, JWT will be setting up an office in Chongqing, the JV's base, and be staffed with six people, including Chen Ping, who is currently head of strategic planning out of Beijing.
JWT is Ford's advertising agency in most major markets of the world, with the exception of Europe. The agency also services the Ford-import account in China.
