Adage.com, reports that the beleaguered Ford Motor CO., has hired management group Accenture, for a U.S. media measurement and optimization program that could dramatically change its thinking on launch-ad spending and media mix.The move will hit Martin Sorell's WPP group, as nearly all Ford's marketing agencies are owned by WPP. Martin Sorell has frequently warned the advertising agency about the potential threat to the industry posed by management consultants.
According to sources, Ford wants to know the optimum national and regional dealer group media weight and mix for a vehicle based on its targeted annual sales’ volume.
