Ford of Europe's agencies, including Ogilvy London, Mindshare and Wunderman, have been handed the work given their experience marketing Focus in recent years.
The car marque is due to launch a new campaign for Focus later this month, moving away from the ‘Beautifully Arranged' creative, which depicted musicians playing different parts of the car in an orchestral format.
The launch of the 2010 Focus will mark the first occasion that Ford has simultaneously released a model across each of its international markets. The change in strategy reflects the increasing popularity of small vehicles in North America.
New director of global marketing sales and service, Elena Ford, the great-great-granddaughter of the company's founder, recently announced she is looking at a number of measures to reduce costs.
One scheme will be the appointment of a single global creative director for each car release, rather than a different creative director for each country. Ford is also looking to centralise its digital design and printing operations, meaning dealerships may have to order point-of-sale material from abroad.
Jim Farley, Ford's group vice president for marketing and communications, has said that the car manufacturer's budget will decline in parallel with overall revenue.
Last week Ford reported a record $14.6bn full-year loss. Unlike domestic rivals General Motors and Chrysler, Ford is yet to receive any bail-out from the US Government.
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