Ford marketing exec: Economic wake-up call drove digital innovation

04/15/2010 | Advertising Age (tiered subscription model)

Ford slashed its TV ad budget, went online, discovered the value of consumer-driven ads, and is the better for it, said Jim Farley, the automaker's group vice president of global marketing. "I can tell a story in 15 seconds now on TV, but I want customers to tell our story," he said. "That's what digital has shown us: how to earn credibility among consumers."

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