Ford shifts Asian HQ to China

According to sources close to the firm, ad agencies working with the automaker have begun plans to move staff to China in preparation for the move, which is expected to take place in either the third or fourth quarter of 2009.

Sources also note that Mazda - which is linked to Ford via a joint venture - will also move its regional headquarters from Bangkok.

Ford’s agency partners in the region include JWT, Next Digital, Ogilvy PR and Wunderman. Globally, Ford is aligned with other WPP companies including Y&R and GroupM. 

A spokeswoman for Ford confirmed the company was moving headquarters but declined to comment on the marketing department. She said the company has chosen to relocate its headquarters to China to be better connected with the growing buyers’ market, and setting up headquarters in the country also means that the company’s leadership will be closer to Chang’an Automobile Company and Jiangling Auto, the domestic car companies with whom Ford has joint-venture partnerships. Industry insiders believe that its joint venture obligations in China mean Ford is unlikely to make heavy cuts to its marketing budget in the mainland.

Ford’s China headquarters will oversee Asia-Pacific and Africa while Bangkok will operate as the Asean base, the spokeswoman said.

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