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The study will establish whether significant competitive advantage or cost benefit were demonstrated in the directive, which was issued in November.

WPP currently handles 80% of Ford's marketing services business, which accounts for 7% of its global revenue of £3.91bn. WPP agencies on the roster include Ogilvy & Mather in Europe, which handles the main Ford brand, and Young & Rubicam in the US.

Other WPP-owned marketing services companies working on Ford include PR agency Burson-Marsteller and media agency MindShare.

Company policy at Ford permits the use of a single supplier of marketing and advertising services providing the decision meets criteria of significant competitive advantage or cost benefit.