Team Detroit records, 2004-2009

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Summary

Creator:
J. Walter Thompson Company
Abstract:
Team Detroit was a joint project formed by segments of six WPP agencies in 2006 to focus on advertising and marketing primarily for Ford Motor Company products. Its headquarters were in Dearborn, Michigan. In 2016 Team Detroit became part of WPP bespoke agency GTB. Collection includes marketing plans, research reports, sample advertisements, direct-to-consumer mailings, and launch details for a variety of Ford, Lincoln, Mercury, and Cadillac vehicles. Topics addressed include customer loyalty, digital media, and women car buyers. Companies and brands represented include Cadillac, Ford, J. Walter Thompson Company, Infiniti (Nissan), Lexus, Lincoln, Mercury, Meredith, Microsoft, and Young & Rubicam. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
Extent:
3.0 Linear Feet
Language:
Material in English
Research Center:
John W. Hartman Center for Sales, Advertising & Marketing History
Collection ID:
RL.01281

Background

Scope and content:

Collection includes marketing plans, research reports, sample advertisements, direct-to-consumer mailings, and launch details for a variety of Ford, Lincoln, Mercury, and Cadillac vehicles. Topics addressed include customer loyalty, digital media, and women car buyers. Companies and brands represented include Cadillac, Ford, J. Walter Thompson Company, Infiniti (Nissan), Lexus, Lincoln, Mercury, Meredith, Microsoft, and Young & Rubicam.

Biographical / historical:

Team Detroit was a joint project formed in 2006 to focus on advertising and marketing primarily for Ford Motor Company products. It was renamed in 2016 as GTB.

The project combined operations from sections of WPP subsidiary agencies J. Walter Thompson (JWT), Young & Rubicam, Wunderman, Ogilvy & Mather, MEC and Mindshare to coordinate global advertising and marketing effors on behalf of Ford, which had long been JWT Detroit's main client. In 2011 Team Detroit lost the Lincoln portion of the account to a new WPP boutique firm, Hudson Rouge.

In 2016 Team Detroit was combined with WPP entities Blue Hive and Retail First to form GTB (for Global Team Blue) as a bespoke agency dedicated to Ford marketing and communications in 2016. In 2018 following an account review GTB lost most of the Ford account to the BBDO agency, who became the new lead agency of record.

Acquisition information:
The Team Detroit Office Records were received by the David M. Rubenstein Rare Book Manuscript Library as a transfer from the J. Walter Thompson Company in 2009.
Processing information:

Accessioned by Meghan Lyon, August 2009; processed by Richard Collier, March 2026; Accession processed: 2009-0194.

Arrangement:

Organized into the following series: General Files; Ford; Lincoln; Lincoln-Mercury; Mercury.

Rules or conventions:
Describing Archives: A Content Standard

Contents

Using These Materials

Using These Materials Links:

Using These Materials

Restrictions:

Collection is open for research.

Terms of access:

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

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Preferred citation:

[Identification of item], Team Detroit Office Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University

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https://idn.duke.edu/ark:/87924/m1066m