LONDON - Ford's new Fiesta ad, which breaks tonight on Channel 4 during 'Ugly Betty', targets women. The ad, created by Ogilvy, features a pink Fiesta.
Although the Fiesta is the UK's biggest-selling retail vehicle, Ford is concerned that the model does not have sufficient appeal to women and younger drivers. The which will run until the end of the year, also includes outdoor, direct and digital elements.
Is Ford's decision to focus exlusively on the female market the right strategy? Read 'Men take a back seat' in next week's Marketing.
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