Test and scale: How Ford used gaming lessons to build digital leadership

Geoffrey Precourt

Imagine you're the CMO of a once-mighty enterprise that "everybody has said has been going out of business for the last 10 years" – and you need an engaging but efficient marketing program.

Where would you look for role models?

"Gaming" was the answer given by Jim Farley, Group VP/global marketing, sales and service for Ford Motor Co.

"When you're going out of business, you have to take some pretty big bets," he explained in a keynote address at the 2012 Association of National Advertisers (ANA) Masters of Marketing annual convention. And the approach and practices of the digital gaming industry have provided marketers with a new set of tools.

Photo: Clarion Pictures (taken at the 2012 ANA Annual Conference)