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FORD GETS AWARD FOR MULTICULTURAL MARKETING EFFORTS
The
American Advertising Federation (AAF) has named Ford Motor Company
as its first Mosaic President's Award winner for outstanding achievement
in multicultural marketing. The award recognizes Ford as an outstanding
corporate citizen and a leading multicultural marketer and advertiser.
Ford
Motor Company, which is one of the largest multicultural automotive
advertisers, has been formally involved in multicultural marketing
since the 1970s. Recently, Ford launched an integrated multicultural
campaign for the 2003 Expedition targeting African Americans,
Asian Americans and Hispanics.
"We are especially honored to receive this award because
it gives credibility to an effort that we strongly believe in,"
said Jim O'Connor, group vice president for North America Marketing
Sales and Service. "Multicultural marketing is not just about
marketing and advertising but also about relationships and being
present and active in the community."
Ford
also supports the development of minority dealers, suppliers and
other initiatives. For example, Ford leads U.S. automakers in
the percentage of minority-owned or operated dealerships - with
more than 360 minority dealerships in the U.S. representing more
than 7 percent of the company's total dealer body.
Ford
bought approximately $3.1 billion of components, systems and services
from its 365 U.S. minority suppliers in 2001 - more than any other
corporation in America. In addition, Ford's contributions to organizations
serving minorities amount to nearly 20 percent of Ford's corporate
total.
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