The new strategy will launch with a brand campaign, by incumbent ad agency Ogilvy, which breaks during the UEFA Champions League Final on 27 May.
Ford's UK marketing director says he began work on creating a brand for Ford of Europe three years ago, including the introduction of the strapline ‘Feel the difference'.
However, some model-specific campaigns will continue. Last year, Ford's global marketing chief Elena Ford announced that the 2010 Focus will be backed by the marque's first global campaign.
The manufacturer's global agencies, Ogilvy London, Mindshare and Wunderman, have been handed the work given their experience marketing Focus in recent years.
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