Ford Digs Deep for Multicultural Marketing Opportunities

Geoffrey Precourt

Ford's focus on multicultural marketing is the subject of this report from the Association of National Advertisers' 2009 Multicultural Marketing & Diversity Conference by Warc's U.S.

Ford Digs Deep for Multicultural Marketing Opportunities

Geoffrey PrecourtWARC

The Ford Motor Co. first manufactured the Taurus in 1986 and marketed it for 21 years, up to 2007. In the summer of 2009, with the automotive industry all but crushed, Ford saw an opportunity for new revenue with a relaunch of the old Taurus brand.

And, according to Crystal Worthem, Ford's multicultural marketing manager, the company's vision of that opportunity was visible from the outset with the selection of team members who would drive the program.

"The chief engineer was Latino. The designer was Afro-American…. In that sector,...

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