photo by steed media service

It takes an effective team to continually research and devise fresh and exciting ways to market one of America's oldest and most iconic brands. Answering this call, Marc Perry, the multicultural marketing manager for Ford Motor Company, and his colleagues work hard to find exciting campaigns to match the company's electrifying brands and models.

"My responsibilities are with Ford Lincoln Mercury and working with the brand teams on each of the name plates such as the Ford Edge [and] the Mustang," explains Perry. "We [work] to come up with a marketing plan and reach out and market these vehicles." Perry and the advertising agency Uniworld Group develop campaigns that target a multicultural consumer base.

"These campaigns begin with doing market studies on who the consumers are, how they match up with the kinds of vehicles we market to them, and what's really appealing to them," Perry continues. "Then we begin to test some concepts and ideas. There are multiple ways [that] we're able to reach consumers - maybe it's radio, maybe it's online - and we have to leverage the best ones that we can."

Perry has extensive history in the automotive industry. He's worked in dealerships, and after making the crossover to advertising, owned his own firm for 10 years before returning to Ford. "The experiences we gain along the way, we're able to use and to repurpose them. I just came full circle," he says. "It's a very rewarding job that I have. Every day I look forward to doing what I do." - todd williams

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