Ford: Capital markets day

Ford, a car manufacturer, launched a campaign in the US to introduce the new modern Ford, ready to lead the next revolution in transportation and mobility.

Summary of Assignment

The stakes were high going into Ford's first Capital Markets Day under new CEO Jim Farley. Ford had not hosted the investor community since 2016, and the automotive industry had been transformed by seismic disruptions since Ford's last investor day. The communications team and agency were tasked with telling a clear, compelling story that detailed Ford's plan for future growth, bolstering confidence in Ford's ability to lead and innovate in this new era. Success would be measured by buy recommendations from investment bank analysts, positive media coverage and an increase in Ford's stock price.

Our objectives were...

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