Simpson comes across as a stereo-typical Yorkshireman - firm, concise and to-the-point; but this same no-nonsense 45-year-old arrives for our interview sporting a brightly hued, polka-dot tie that looks incongruous on an otherwise straightlaced man (an appreciation of Ugly Betty notwithstanding). Nonetheless, Simpson has developed a reputation as a flag-bearer for innovation in an otherwise conservative Ford managerial structure, and colleagues are keen to portray him as more than just a safe pair of hands.
Beginning his career with a number of parts-marketing roles within Ford of Europe, stints in Hungary and the US followed in the 90s, before Simpson took up his current role in June 2004. He now wields one of Europe's biggest marketing budgets.
Turning point
Simpson admits he faces a tough task transforming one of the world's best-known brands - especially when the attention it attracts is not always for the right reasons. 'There is a lot of warmth towards the Ford brand, though that warmth tends to look toward the past,' he says. 'Latterly I think we've become known for being a safe choice. There's a Ford in everyone's past, but there hasn't always been a Ford in everyone's present. Our marketing has to reawaken that.'
One potential problem is Ford's positioning as a mass-market player, but Simpson is quick to defend the brand's position within the sector. 'We're right at the heart of the marketplace with no pretensions of going anywhere else,' he says. 'Our heritage is bringing effective motoring to the masses. We want to continue to do that, but why should that be rational and uninteresting?'
Along with Ford of Europe's drive to bring more attractive vehicles to the market - and few would disagree that models such as the latest Focus and Mondeo are a vast improvement on their predecessors - Simpson has been striving to inject a dose of likeability into Ford's traditionally cautious advertising. A strong advocate of cognitive and emotive testing, the marketer places last year's 'Dogbot' ads for Fiesta as the benchmark for consumer impact.
Much of Ford's recent renaissance has been built on the success of its Focus model. According to Simpson, the Focus lies at the 'heart of the brand' - both in terms of design and marketing. Although not universally popular, the manufacturer pushed its 'Beautifully arranged' orchestral advertising concept far and wide, including a concert tour with a date at the Royal Albert Hall.
Next on Ford's agenda is a reinterpretation of the long-serving Fiesta, which made its debut on the UK's forecourts in 1976. Simpson claims this model is the best example yet of Ford's new-found design confidence, and a 'very, very large' campaign for the Fiesta will emphasise these qualities.
But are there any drawbacks in retaining the name of a model that these days is more readily associated with rusting, second-hand versions from the 80s and 90s? 'There are always positives and negatives with a model history,' admits Simpson. 'Awareness is a lot of the battle. Our job is to use the positive bits of awareness and to describe something surprising and unexpected to people.'
In the case of the Fiesta, Simpson says that the marketing will implore consumers to 'Forget everything you know'. As always, the campaign will be driven by a flagship TV execution and target mass-media events. As a brand that launched the campaigns of two of its most recent models during the UEFA Champions League final, Simpson is unrepentant about his aim of reaching the biggest possible audiences.
Through its long-standing ties with satellite broadcaster Sky, Ford commands important sponsorship slots for the 'Super Sunday' Premier League fixture, and sponsors the entire Sky Sports News channel. Simpson also enthuses about the appearance of the Mondeo in the last James Bond movie, Casino Royale, and that Bond girl Olga Kurylenko will drive the new Ka in Quantum of Solace, the next film in the long-running series. 'It was just one of those opportunities that is fabulous for a brand like ours,' he says.
Both ventures appeal to Simpson's belief in the value of long-term partnerships, and his philosophy fits well with a brand that has worked with advertising agency Ogilvy for more than 30 years. Asked whether he is ever tempted to try refreshing the creative output by working with a different agency, Simpson gives a wry smile. 'It always annoys the business press, but we honestly work in a partner-ship model with our agencies,' he says. 'You can either work in a real partnership, or you may as well change agency every couple of years and keep the ideas fresh. We're happy with how it works for us.'
Despite a preference for steady partnerships, Simpson insists he is all in favour of creativity. As an erstwhile musician, he takes a keen interest in the musical choices made by ad teams. He is also quick to praise some of Ford of Britain's more inventive activity, such as interactive online sitcom Where are the Joneses? and ad-funded lifestyle show Bites on Channel 4.
Given the marque's recent disastrous performance in the US, there is a distinct possibility that the parent company may rein in Ford of Europe's marketing budget. However, Ford's success on this side of the Atlantic, and the announcement that some of its European models will also be released in the US, gives Simpson hope that there will be no cut-backs.
'Ford of Europe needs to continue to be successful and to invest, and bring our products to the attention of consumers,'
he says. Although Simpson is tight-lipped on total budgets, he is determined to back his creative teams with sufficient funds. 'There will never be enough money to do everything, but if someone has a fantastic media idea, it is better to have flexibility,' he says.
Simpson may be winning the external fight for Ford to be seen as a progressive brand, but future battles are likely to fall within the company itself. He knows only too well it would be a disaster if the brand were to take its foot off the marketing pedal with the job half done. N
At work
- 1985-1987: Parts and accessories marketing, Daventry Parts Operations, Ford
- 1987-1989: Parts zone manager for Ford, South-East England
- 1989-1992: European head of Ford's Motor-craft parts programmes, Germany
- 1992-1996: Manager, parts and service operations, Ford Fleet UK
- 1996-1998: Managing director, Ford Hungary
- 1998-2000: Commercial vehicle product marketing manager for global marketing plans, US
- 2000-2004: Regional manager, Lincoln Mercury Division, New York
- 2004-present: Director of marketing communications, Ford of Europe
Outside work
- Family: Married, two children
- Hobbies: Music, cooking
- Favourite car: MkII Cortina 1600E
- TV show: Ugly Betty
- Gadget: iPod Touch
- Holiday destination: New England
- Last book read: Empire by Niall Ferguson