Ford & Lincoln Consumer Sites

Asia Pacific and China Markets

GTB Shanghai is the regional hub for Ford’s and Lincoln’s consumer websites across Asia Pacific and China. While with the agency there, I oversaw and crafted much of the copy across these diverse markets. Copy would be written and created by myself or a junior writer, then upon regional client approval, distributed to the markets for some level of localization, followed by a second, subsequent regional approval (client and agency).

A deep understanding of both a wide range of products as well as the targets within each country was required, in addition to consideration of the overall shopper journey. What moves a tradesperson in Perth to purchase a Ford Ranger  pick up truck is wholly unique from what moves an entrepreneur in Vientiane to do the same.

Clients: Ford and Lincoln Motor Companies

Products: All vehicles available in the Asia-Pacific and China markets, particularly the Everest/Endeavour SUV, Ranger truck, and Navigator luxury SUV.

Agency: GTB (WPP)