Ford wants the new Fiesta to appeal to a younger, smarter, more brand-conscious buyer. It wants the model to become desirable rather than inevitable, for buyers to actively want a Fiesta rather than settling for one. Which is why last year senior Ford executives involved in the Fiesta project went shopping in Top Shop with a group of 20-something women.
They went to these lengths because Ford and its advertising agency, Ogilvy & Mather, were concerned that decisions about advertising the new ...
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