In 2015, the Ford Motor Co. was the sixth-largest US advertiser, with its expenditure in measured and unmeasured media estimated at $2.68 billion.

But, according to the senior marketer charged with overseeing the enterprise's marketing strategy and execution – including brand development, consumer and market insight, product positioning, marketing communications and retail promotions – below-the-line investments were powerful engines in driving a 14.9% market share.

Chantel Lenard, who will leave her post as Ford's Executive Director/Marketing on June 1, told delegates at the Association of National Advertisers' (ANA) 2017 Brand Activation Conference that sponsorships and promotional initiatives can deliver cost-efficient messages that are every bit as effective as mainstream advertising.

Chantel Lenard, Executive Director/Marketing, Ford