Ford Motor China renews partnership with Mindshare

Ford Motor China has renewed is partnership with Mindshare, a GroupM media agency, to handle the media planning and buying duties for its brands including Lincoln, Ford and Ford Beyond following a competitive pitch process. 

According to the release, Mindshare has worked with Ford Motor China since 2014, supporting their imported vehicle line, including the launch of the Mustang in 2015, and the F150 in 2017. 

Similarly, Mindshare has worked with Lincoln since the brand entered the market in 2014, assisting the brand’s growth in the market across multiple milestones. Mindshare also began partnering with Jiangling Ford in 2023, supporting the launch of the new channel brand, Ford Beyond.

MARKETING-INTERACTIVE has reached out to Mindshare for more information.

Benjamin Condit, Mindshare China CEO, said: “Pitching as the incumbent provides the chance to test our talent, technology, and investment approaches against our competition. I am incredibly proud of the team for yet again proving we set the benchmark in China, and we look forward to continuing to build the Ford and Lincoln brands in this dynamic market.”   

Linda Lin, Mindshare Greater China executive chair, said: “Over the past decade, we have supported and witnessed the success and growth of Ford and Lincoln in China, and we are honored by the opportunity to continue our partnership in the coming years. Thank you for your trust to continue leading the industry together.”

This comes following Mindshare's most recent retention of Qualcomm in an open pitch, to the addition of new clients including TCL, Linsy, Qatar Airways, Capital Library of China, and Godiva. While in August 2022, Mindshare retained its media planning and buying services for Japan Airlines of record through 2027.

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Back in 2023, Ford showed focus, speed and accountability in producing solid second-quarter operating results, while taking strategic actions that are expected to help create a high-performing business and long-term value for all stakeholders.

“The shift to powerful digital experiences and breakthrough EVs is underway and going to be volatile, so being able to guide customers through and adapt to the pace of adoption are big advantages for us,” said Ford CEO Jim Farley. “Ford+ is making us more resilient, efficient and profitable, which you can see in Ford Pro’s breakout second-quarter revenue improvement (22%) and EBIT margin (15%).”

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